FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W1584039069> ?p ?o ?g. }

• W1584039069 endingPage "60" @default.
• W1584039069 startingPage "43" @default.
• W1584039069 abstract "1. INTRODUCTION mid 90s use of became frequent within in local communities, as response to problems such as deep changes occurred in companies strategies and governmental policies, determined by process of globalization and regionalization process. This is an important moment for marketing, as it starts to be placed and perceived in larger context of local and regional development. This expansion of urban marketing concept determined change of its perception by business community, local administrations and non-profit organizations (Stanciulescu, 2009). However, branding is new concept as few authors refer to it. Thus, in 2001, Hankinson stated that compared to marketing, there are few articles in academic literature on promoting places as brands. The results of conducted research in small municipalities of Berlin have shown that branding was considered relevant, but was not always understood and applied effectively. Trueman et all. (2001) showed that it would be necessary to conduct an analysis of city as brand that would take into account wide range of stakeholders. The new economic growth models are connected to other more dynamic factors, as: human capital, knowledge, innovation and entrepreneurship (Plumb and Zamfir, 2011). Moreover, Rainisto (2003) said that urban brands resemble corporations' umbrella brand and may benefit from place's image value. Nevertheless, two important questions remain: how can city become brand and how can it be seen as brand? The following definition of brand can be an appropriate answer: a brand is distinctive product or service through its personality and position over competition, unique combination of functional features and symbolic values. The key to successful branding is to create relationship between brand and consumer, so that functions and values of brand to fold up consumer's (Hankinson and Cowking, 1993). One of first advantages of branding is that loyalty of clients is enhanced. We speak both of behavioral and emotional loyalty. When branding is in place, clients are more likely to remain loyal to their brand, even when promise of another brand is appealing or our brand is facing quality problems on short- run (Barbu, Ogarca, Barbu, 2010). Similar to brands, cities satisfy Junctional, symbolic and emotional (Ashworth and Voogd, 1990), and attributes that meet those needs must be orchestrated in an single proposal (Ashworth and Voogd, 1990). According to Parkerson and Saunders (2005), among objectives of branding are also included increase of visitors' number by enhancing attractiveness, stimulation of business investment and improvement of living environment for residents and students. Thus, two point out that the basic motivation is economic. Karavatzis (2004) explains that first purpose of branding was to attract investments, which was heavily criticized for generating social conflicts. Urban branding is understood as means of achieving both competitive advantage to enhance domestic and tourism investment, and community's development, reinforcement of local identity and identification of citizens with their city, by activating all necessary social forces to avoid social exclusion and anxieties. Mommaas (2002) is more virulent when he states that brands benefit only of an economically oriented management, and not of one that is oriented towards social and cultural objectives; they serve only to external rich groups. He also adds that city brands should improve pride and sense of community. In conclusion, we can state that branding is an optimal starting point for city and solid framework with which management of image can be achieved. 2. …" @default.
• W1584039069 created "2016-06-24" @default.
• W1584039069 creator A5041752616 @default.
• W1584039069 creator A5063694780 @default.
• W1584039069 date "2011-08-01" @default.
• W1584039069 modified "2023-09-23" @default.
• W1584039069 title "Vienna's Branding Campaign Strategic Option for Developing Austria's Capital in a Top Tourism Destination" @default.
• W1584039069 cites W1521121046 @default.
• W1584039069 cites W1557429209 @default.
• W1584039069 cites W1599439472 @default.
• W1584039069 cites W1604990611 @default.
• W1584039069 cites W2097687302 @default.
• W1584039069 cites W2110699339 @default.
• W1584039069 cites W2146855611 @default.
• W1584039069 cites W2166956125 @default.
• W1584039069 cites W2510676978 @default.
• W1584039069 cites W2654369 @default.
• W1584039069 hasPublicationYear "2011" @default.
• W1584039069 type Work @default.
• W1584039069 sameAs 1584039069 @default.
• W1584039069 citedByCount "5" @default.
• W1584039069 countsByYear W15840390692012 @default.
• W1584039069 crossrefType "posted-content" @default.
• W1584039069 hasAuthorship W1584039069A5041752616 @default.
• W1584039069 hasAuthorship W1584039069A5063694780 @default.
• W1584039069 hasConcept C112698675 @default.
• W1584039069 hasConcept C136006765 @default.
• W1584039069 hasConcept C144133560 @default.
• W1584039069 hasConcept C162853370 @default.
• W1584039069 hasConcept C166957645 @default.
• W1584039069 hasConcept C17744445 @default.
• W1584039069 hasConcept C18918823 @default.
• W1584039069 hasConcept C199539241 @default.
• W1584039069 hasConcept C205649164 @default.
• W1584039069 hasConcept C205971072 @default.
• W1584039069 hasConcept C2524010 @default.
• W1584039069 hasConcept C2779343474 @default.
• W1584039069 hasConcept C33923547 @default.
• W1584039069 hasConcept C57375061 @default.
• W1584039069 hasConcept C90673727 @default.
• W1584039069 hasConceptScore W1584039069C112698675 @default.
• W1584039069 hasConceptScore W1584039069C136006765 @default.
• W1584039069 hasConceptScore W1584039069C144133560 @default.
• W1584039069 hasConceptScore W1584039069C162853370 @default.
• W1584039069 hasConceptScore W1584039069C166957645 @default.
• W1584039069 hasConceptScore W1584039069C17744445 @default.
• W1584039069 hasConceptScore W1584039069C18918823 @default.
• W1584039069 hasConceptScore W1584039069C199539241 @default.
• W1584039069 hasConceptScore W1584039069C205649164 @default.
• W1584039069 hasConceptScore W1584039069C205971072 @default.
• W1584039069 hasConceptScore W1584039069C2524010 @default.
• W1584039069 hasConceptScore W1584039069C2779343474 @default.
• W1584039069 hasConceptScore W1584039069C33923547 @default.
• W1584039069 hasConceptScore W1584039069C57375061 @default.
• W1584039069 hasConceptScore W1584039069C90673727 @default.
• W1584039069 hasIssue "3" @default.
• W1584039069 hasLocation W15840390691 @default.
• W1584039069 hasOpenAccess W1584039069 @default.
• W1584039069 hasPrimaryLocation W15840390691 @default.
• W1584039069 hasRelatedWork W1502728714 @default.
• W1584039069 hasRelatedWork W1546585552 @default.
• W1584039069 hasRelatedWork W1984146726 @default.
• W1584039069 hasRelatedWork W2035240175 @default.
• W1584039069 hasRelatedWork W2067254753 @default.
• W1584039069 hasRelatedWork W2151810156 @default.
• W1584039069 hasRelatedWork W2193157647 @default.
• W1584039069 hasRelatedWork W2260537566 @default.
• W1584039069 hasRelatedWork W2276286263 @default.
• W1584039069 hasRelatedWork W2289688172 @default.
• W1584039069 hasRelatedWork W2322759636 @default.
• W1584039069 hasRelatedWork W2323308885 @default.
• W1584039069 hasRelatedWork W2475379754 @default.
• W1584039069 hasRelatedWork W2603296622 @default.
• W1584039069 hasRelatedWork W2950427781 @default.
• W1584039069 hasRelatedWork W2972632320 @default.
• W1584039069 hasRelatedWork W3020969975 @default.
• W1584039069 hasRelatedWork W951337563 @default.
• W1584039069 hasRelatedWork W2565062369 @default.
• W1584039069 hasRelatedWork W2625969511 @default.
• W1584039069 hasVolume "6" @default.
• W1584039069 isParatext "false" @default.
• W1584039069 isRetracted "false" @default.
• W1584039069 magId "1584039069" @default.
• W1584039069 workType "article" @default.