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- W587746594 abstract "Branding is an important aspect in marketing because consumers are attracted to brands with values which are congruent to their own values. It is the iunique added valuesi of a place brand that give places their distinctive personalities. These values are derived from all aspects of the environment, and will function as a brand regardless of whether or not it is managed as a brand. Place brand meaning also gives residents a sense of identity within society. Skinner and Kubacki (2007) suggests that ithere is a growing body of research which identifies the need to investigate brand from a multi-stakeholder perspectivei. In this study, we examine the elements which communicate a place brand from the perspective of residents and estate agents located in two affluent residential areas located close to Aucklandis CBD. A telephone survey of 561 residents from these two suburbs in addition to a content analysis of 2968 E-advertisements and interviews with estate agents provide the data to examine the residentsi and estate agents perception of the personality of their suburb." @default.
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- W587746594 date "2012-01-01" @default.
- W587746594 modified "2023-09-27" @default.
- W587746594 title "Places and their distinctive personalities: A multi-stakeholder approach" @default.
- W587746594 hasPublicationYear "2012" @default.
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