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Article
Publication date: 15 November 2018

Emeline Martin and Sonia Capelli

This study aims to understand the values around which stakeholders of a place brand within a community can align.

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Abstract

Purpose

This study aims to understand the values around which stakeholders of a place brand within a community can align.

Design/methodology/approach

A content analysis of websites provided a description of region brands. In-depth interview data from representatives of two communal region brands provide a foundation for investigating the attitudes and behaviors of 20 place brand managers depending on their value orientation.

Findings

Two categories of communal region brands are found, of which one reflects terminal values whereas the other is based on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values.

Research limitations/implications

This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value identified within commercial brand communities.

Practical implications

Place brand managers gain insights into the values around which they can align stakeholders of their brand.

Originality/value

Brand community literature focuses mostly on specialty or convenience product-oriented communities. By investigating a place as a different type of “product”, this study demonstrates that place brands draw on communal arguments to function like master brands. Furthermore, terminal values can be replaced by more instrumental values in the context of place branding, because agreement on broad terminal values by individual members of the community is unlikely to be achieved whereas specific instrumental values can serve their individual interests.

Details

Journal of Product & Brand Management, vol. 27 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 4 February 2014

Niki Hynes, Barbara Caemmerer, Emeline Martin and Eliot Masters

The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image…

1573

Abstract

Purpose

The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries’ image dimensions and those of the company and how company values and actions could act to either use, abuse and detract from an established CI.

Design/methodology/approach

A two-part methodology was adopted. Two countries with strong positive CIs were chosen for comparison purposes. Content analysis of web sites, together with interviews with company representatives, were undertaken.

Findings

The use of the CI/country-of-origin framework is extended from an extrinsic “made in” cue for consumers, to being part of the value offering of a particular product or service from an organisational perspective is extended. Evidence is structured into a framework of companies which use and/or contribute to the CI.

Research limitations/implications

The two chosen countries both have positive CIs: future research should examine this relationship in countries with different images. The sample size is relatively small and future research should determine the generalisability of the proposed typology.

Practical implications

Generating, communicating and maintaining a CI requires co-ordinated efforts from policy makers but needs to be built on solid foundations of reality: companies using CIs should be cognisant of the alignment between their actions, messages and the CI.

Originality/value

This study extends prior work by examining the relationship between CI, company strategy, products and services offered and the manner in which companies action's can affect CI.

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available
Article
Publication date: 4 February 2014

John W. Cadogan

257

Abstract

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

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