Abstract
PurposeThe purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales.Design/methodology/approachThe study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling.FindingsResults indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers.Practical implicationsFor place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends.Originality/valueLiterature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.
Highlights
IntroductionMany companies seek to associate positive images of a country or place of origin with their products and brands, as this can offer an added value, enhance consumer perception of attributes and quality and transfer the image of and attitude toward the origin to the promoted branded products (Papadopoulos, 1993; Verlegh and Steenkamp, 1999; Winit et al, 2014; Papadopoulos et al, 2012; Kavaratzis and Hatch, 2013)
In the step of the research, we identified the congruence between the brand identity, which is co-constructed by the stakeholders, and the brand values for consumers/residents
Examination of the six factors individually and comparatively, including the items loading in each case, made it possible to identify the nature of each factor in terms of the following six dimensions of place brand value: 1 Overall brand equity seems to be related to brand value
Summary
Many companies seek to associate positive images of a country or place of origin with their products and brands, as this can offer an added value, enhance consumer perception of attributes and quality and transfer the image of and attitude toward the origin to the promoted branded products (Papadopoulos, 1993; Verlegh and Steenkamp, 1999; Winit et al, 2014; Papadopoulos et al, 2012; Kavaratzis and Hatch, 2013). The proliferation of place branding studies and consultancy activities in this field is because of the decentralization policies that have transferred more responsibility for economic development to local and regional governments and to the great international competition between places to attract investors and tourists (Anholt, 2002; Dinnie, 2008; Kavaratzis and Hatch, 2013). The region of origin effect of food products on consumer behavior has become evident in studies by Fotopoulos and Krystallis (2001) and Van der Lans et al (2001), among others. Consumers’ willingness-topay for origin products has been confirmed through numerous studies concerning different food products and different countries (Loureiro and McCluskey, 2000; Teuber, 2010)
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