مقاله انگلیسی رایگان در مورد معرفی برندسازی مکان مشارکتی دوجهته – امرالد ۲۰۲۲

emerald

 

مشخصات مقاله
ترجمه عنوان مقاله معرفی برندسازی مکان مشارکتی دوجهته: یک مدل نظری با دیدگاه های سهامداران چندگانه
عنوان انگلیسی مقاله Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives
انتشار مقاله سال ۲۰۲۲
تعداد صفحات مقاله انگلیسی  ۲۳ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه امرالد
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) scopus – master journals – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۴٫۱۶۳ در سال ۲۰۲۰
شاخص H_index ۸۱ در سال ۲۰۲۱
شاخص SJR ۰٫۹۸۲ در سال ۲۰۲۰
شناسه ISSN ۱۰۶۱-۰۴۲۱
شاخص Quartile (چارک) Q1 در سال ۲۰۲۰
فرضیه
دارد، بخش ۵٫۱ People and their meaning of “heritage” صفحه ۸
مدل مفهومی دارد، تصویر ۱ صفحه ۶
پرسشنامه ندارد
متغیر دارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت کسب و کار
نوع ارائه مقاله
ژورنال
مجله / کنفرانس مجله مدیریت برند و محصول – Journal of Product & Brand Management
دانشگاه Mudra Institute of Communication, Ahmedabad, India
کلمات کلیدی ارثیه، برندسازی مکان، داستان های زندگی، تجربه افراد، تجریه مکان، ارثیه برند، تجربه مکان
کلمات کلیدی انگلیسی Heritage, Place branding, Life stories, People experience, Place experience, Brand heritage, Place experience
شناسه دیجیتال – doi
https://doi.org/10.1108/JPBM-05-2020-2921
کد محصول E16033
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:

Abstract

۱٫ Introduction

۲٫ Literature review

۳٫ Methodology

۴٫ Theoretical model

۵٫ Analysis and results

۶٫ Discussion and conclusion

۷٫ Implications

۸٫ Limitations and future research directions

References

بخشی از متن مقاله:

Abstract

Purpose – A place brand is a culmination of its exclusive history, people and traditions that affect customer and community experiences. Place branding has become increasingly important for collective heritage brand strategy, as stakeholders undertake efforts to create an aura of a distinctive geographic location. Though place branding has received considerable scholarly attention, there is a lacuna: the role of residents as cocreators of a place and its heritage. Accordingly, this paper aims to develop a “bi-directional participatory place branding” model by applying the stimulus–organism–response approach grounded theory.

Design/methodology/approach – A grounded theory approach with multi-sited ethnography, personal interviews (with residents and city leaders) and observational techniques were adopted in a UNESCO world heritage city of India, Ahmedabad. Findings – The findings indicate that the people (residents) aspect of place branding is associated with their life stories, past experiences, feelings and aspirations. However, the place acts as a nostalgia enabler, disseminating symbolic and heritage metaphors to residents and visitors as place brand ambassadors. When the place and people components are perceived positively, residents participate involve themselves with the place and thus, in turn, become the place ambassadors.

Originality/value – No prior studies have analyzed the association between residents, the place where they reside and the resultant behavior toward the place. The unique contribution is the bi-directional participatory place branding model, especially involving a UNESCO world heritage city rather than solely a site.

۱٫ Introduction

The democratization of economic development and urbanization aspects among people has led to competition across places, countries, cities and associated government investment in the last few decades (Ma et al., 2019; Han et al., 2019; Ma et al., 2020). These efforts have led to increased visibility of place and development of branding practices that facilitate making a place unique and accessible to people. A consequence has been acute research attention in the domain of place branding (Ma et al., 2019; Rebelo et al., 2019). Place branding has been defined as “the current episode of place marketing development” (Kavaratzis and Ashworth, 2008) and is focused on effectively creating and launching strategies that help hone the place’s image (Rebelo et al., 2019).

Places often strive for awareness and attention to stay competitive and achieve broader economic, political, and social objectives and become corporate and community brands (Kavaratzis and Ashworth, 2005). Over the past 40 years, implementation of place branding has become markedly focused, integrated and strategically oriented, thus creating cultural meaning (Pedeliento and Kavaratzis, 2019; Ma et al., 2020).

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