Marketing Countries, Places, and Place-associated Brands

Contents:

Introduction: the 'country' vs. 'place' and 'marketing' vs.
'branding' conundrum 1
Nicolas Papadopoulos and Mark Cleveland

PART I 'BIRDS OF A FEATHER, ALL OVER THE
PLACE': MY NEIGHBOURHOOD, MY TOWN,
MY COUNTRY
1 Conceptions of place: from streets and neighbourhoods to
towns, cities, nations, and beyond 9
Gary Warnaby and Dominic Medway
2 Place brands: why, who, what, when, where, and how? 26
Mihalis Kavaratzis and Magdalena Florek
3 Will the twain ever meet? 'Place' vs. 'country' in research
and practice 40
Nicolas Papadopoulos and Mark Cleveland
4 Six propositions for place marketing: a critical discussion
of the current state of our field 63
Sebastian Zenker

PART II 'A CASE OF MISTAKEN IDENTITY?':
RESIDENTS AND IDENTITY POLITICS IN
PLACE AND SPACE
5 In search of a place brand identity model 77
Magdalena Florek
6 From participation to transformation: the multiple roles of
residents in the place brand creation process 97
Alia El Banna and Ioana S. Stoica
7 Peoplescapes and placemaking in a multicultural world:
residents' identity, attachment, and belonging 114
Andrea Insch
8 The fabric of person-place-time: what metaphors from
outer space can teach us in place branding 135
Mark Cleveland and Nicolas Papadopoulos

PART III 'A PLACE IS WORTH A THOUSAND
WORDS': A SMORGASBORD OF COUNTRY
IMAGES AND EFFECTS
9 'New perspectives welcome': a case for alternative
approaches to country of origin effect research 158
Mikael Andehn and Jean-Noel Patrick L'Espoir Decosta
10 The effects of stereotyping on place/country image perceptions 174
Peter Magnusson and Stanford A. Westjohn
11 Consumer dispositions and product connections to places:
from parochialism to cosmopolitanism and beyond 192
Mark Cleveland, Nicolas Papadopoulos, and Boris Bartikowski
12 Country of origin cues in advertising: theoretical insights
and practical implications 212
Fabian Bartsch and Katharina Petra Zeugner-Roth
13 Cross-border acquisitions and offshoring strategies: the
effects on country/place image and reputation 228
Michela Matarazzo

PART IV 'HERE, THERE, AND EVERYWHERE':
ADVANCES, ADVERSITIES, APPLICATIONS,
AND ASSOCIATIONS IN 'COUNTRY' AND
'PLACE' MARKETING
14 The role of advertising in place branding 247
Rick T. Wilson
15 Place branding as an instrument in strategic spatial
planning: insights from urban regions in Western Europe
and North America 265
Eduardo Oliveira and Anna M. Hersperger
16 Popular culture and place-associated products in country image 282
Candace L. White
17 Understanding 'public diplomacy', 'nation branding', and
'soft power' in showcasing places via sports mega-events 298
Nina Kramareva and Jonathan Grix
18 Place branding for sustainable development: the role of
tourism in sustainable place branding strategies 319
Anette Therkelsen, Laura James, and Henrik Halkier
19 Place branding practice and scholarship: where we are and
whither we may be going 337
Robert Govers
Epilogue: 'Between a rock and a hard PLACE' 342
Mark Cleveland and Nicolas Papadopoulos

Index 350

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• Indústria do turismo
• Indústria hospitalar
• Vendas e marketing
• Estratégia de negócios

Place marketing; Country-of-origin; Country image; Place branding; Social identity; Destination branding