Major Foreign Approaches and Conceptions of Place Marketing Accelerated Development

10.12737/2496 ◽  
2014 ◽  
Vol 2 (3) ◽  
pp. 45-53
Author(s):  
Данько ◽  
Tamara Danko ◽  
Лазарев ◽  
M. Lazarev
Keyword(s):  
Place Branding ◽  
Place Marketing

The paper considers the rise and development of place marketing by foreign researches. The most prominent approaches, conceptions and classifications for place marketing and place branding, elaborated by foreign authors, are represented. The typology of place consumers is also presented.

scholarly journals Patterns of place promotion, place marketing and/or place branding in Dutch municipalities

2017 ◽  
Vol 14 (2) ◽  
pp. 78-88 ◽  
Author(s):  
Martin Boisen ◽  
Peter Groote ◽  
Kees Terlouw ◽  
Oscar Couwenberg
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Place Promotion

scholarly journals Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China

2020 ◽  
Vol 12 (23) ◽  
pp. 9902
Author(s):  
WeiChung Huang ◽  
LiChung Jen
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Consumer Decisions ◽  
Surrounding Environment ◽  
Novel Approach ◽  
Dynamic View ◽  
Color Priming ◽  
Unique Approach ◽  
Place Promotion

Place branding has become a fast-growing area of research in recent years due to the proliferation of technology and services facilitating travel. However, place-branding research has primarily focused on place promotion and image orchestration. The main purpose of this paper is to address the lack of place–product combination research and introduce a novel approach to extract and commercialize distinctive place elements such as colors. We examine the extent to which place atmospheric colors influence consumer decisions through priming. In addition, we look into the moderating role of a consumer characteristic, productivity orientation (PO), on atmospheric color to consumer decisions. Four studies are conducted in Luoyang, China, with 408 samples in pretest, 83 samples in Study 2, and 2361 samples in Study 3 and 4, to examine our hypotheses. The results support the hypothesis of atmospheric color priming: people are more likely to favor products that display colors similar to their surrounding environment. We also find that PO consumers are more likely to favor products that display color patterns similar to the surrounding environment than consumers under social influence. Drawing from a dynamic view of place branding, we provide a unique approach for scholars and practitioners to grasp the concepts of place marketing.

scholarly journals Online Place Branding: Is Geography ‘Destiny’ in a ‘Space of Flows’ World?

2020 ◽  
Vol 12 (10) ◽  
pp. 4073 ◽  
Author(s):  
Victor-Alexandru Briciu ◽  
Cătălina-Ionela Rezeanu ◽  
Arabela Briciu
Keyword(s):  
Web 2.0 ◽  
Spatial Dynamics ◽  
Place Branding ◽  
Place Marketing ◽  
Web 3.0 ◽  
Global Context ◽  
Interdisciplinary Field ◽  
Significant Difference ◽  
Geographical Position ◽  
Space Of Flows

Places have been promoting their attractions throughout history for almost a century now and place marketing started capturing the attention of economic researchers in the early 1990s. Although the globalized space has become a major interdisciplinary field of study in the past few decades, we still do not have a definite solution for measuring or predicting the changes it brings. The aim of this study is to propose an instrument to help scholars quantify the Web 1.0 and Web 2.0 components of the online presence of place brands and their spatial dynamics in a broader global context. By taking the ‘space of flows’ approach to frame globalization, we questioned whether geography is still destiny in the context of online place branding communication. To answer the question, we developed a category grid and applied it in the content analysis of 82 official country websites. We found that geographical position is still important in conditioning the adoption of Web 1.0, and does not make a significant difference in the adoption of Web 2.0. However, the strongest predictors of the adoption of Web 1.0 are not the ones related to geography, but to socio-economic inequality. It is therefore possible for the theorizations of the advantages of the ‘space of flows’ globalization to be suitable only for Web 2.0, Web 1.0 still being under the influence of the ‘space of place’. We discussed the implications of adopting the network society theory in place branding communication in order to nuance the understanding of the transitions from Web 1.0 to Web 2.0 and from Web 2.0 to Web 3.0 in place marketing.

Malmö – the skateboarding city: a multi-level approach for developing and marketing a city through user-driven partnerships

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Karin Book ◽  
Gustav Svanborg Edén
Keyword(s):  
Design Methodology ◽  
Success Factors ◽  
Place Branding ◽  
Public Institutions ◽  
Place Marketing ◽  
City Marketing ◽  
Content Type ◽  
Non Profit ◽  
Cultural Phenomenon ◽  
Multi Level

PurposeThe purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and marketing of a city (Malmö).Design/methodology/approachThis paper is produced through a communicative co-constructed process of one scholar and one practitioner within the skateboarding field. Through the narrative told by the practitioner, and with basis in the established understanding and conceptualization of place marketing through sport, success factors of the skateboarding initiatives in Malmö are identified.FindingsThe skateboarding story of Malmö fits well into the established conceptualization of place branding and marketing, neoliberalism and urban entrepreneurialism. Also, it demonstrates the power of a unique user-driven partnerships between skaters, a non-profit organization and public institutions to create a skateboard-friendly city and as a consequence a strong internationally renowned skate-image. The multi-level, multi-content approach is founded in shared values and mutual benefits. Instead of fitting a phenomenon into an outward-oriented image-strategy, skateboarding as a sport and culture has been allowed to develop organically, creating a credible and unique image for Malmö.Originality/valueThis study adds to the literature on sport and city marketing/branding by developing a deeper, empirically founded, understanding of how to combine top-down and bottom-up approaches in urban development, marketing and branding. The results have scientific as well as practical value.

Do Places Have a Personality?

2017 ◽  
pp. 1316-1334
Author(s):  
Sonya Hanna ◽  
Jennifer Rowley
Keyword(s):  
Brand Personality ◽  
Place Branding ◽  
Place Marketing ◽  
Place Brand ◽  
Destination Brand

This chapter contributes to the understanding of the essence and representation of places by considering the personification of places and their relationship to the notion of place brand personality. More specifically, the chapter reviews the personification of places and its link to place representations in place marketing and branding. The theme of place brand personality is further developed and critiqued with reference to traditional theories associated with brand personality. A review of the existing body of theory and research on place brand personality demonstrates the need for further research into place and destination brand personality. The chapter culminates with proposals for further research in this area and suggestions for further embedding the notion of personality in place branding practice.

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