Borrowing place brands: product branding from SMEs in the publishing industry
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 5 December 2019
Issue publication date: 5 December 2019
Abstract
Purpose
The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland.
Design/methodology/approach
This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs.
Findings
Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing.
Originality/value
This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.
Keywords
Citation
Noorda, R.L. (2019), "Borrowing place brands: product branding from SMEs in the publishing industry", Journal of Research in Marketing and Entrepreneurship, Vol. 21 No. 2, pp. 57-75. https://doi.org/10.1108/JRME-07-2017-0022
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited