e-space
Manchester Metropolitan University's Research Repository

Towards a model of the Place Brand Web

Hanna, S and Rowley, J (2015) Towards a model of the Place Brand Web. TOURISM MANAGEMENT, 48. ISSN 0261-5177

[img]
Preview

Download (281kB) | Preview

Abstract

This article contributes to theory concerning the relationships between the brands associated with a place, through a two-stage mixed method study involving interviews with place brand practitioners and web content analysis. The article, first reports on the challenges associated with managing place brand relationships and, then, discusses various aspects of the brand webs associated with places. On this basis, the article proposes, exemplifies and discusses the Place Brand Web Model. This model, which responds to the complex nature of the relationships between the brands associated with a place, is presented in two instantiations, the DMO perspective, and the more generalised perspective that views brands with associations with a place as contributing to the co-creation of the perceptual entity, THE Place Brand. The model is exemplified and discussed and with reference to a major UK city.

Impact and Reach

Statistics

Downloads
Activity Overview
92Downloads
186Hits

Additional statistics for this dataset are available via IRStats2.

Altmetric

Actions (login required)

Edit Item Edit Item