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Brand orientation and the voices from within

Journal Article


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Abstract


  • This work adds to the brand orientation literature by showing that while

    brand strategies may sometimes be aspirational, multiple identities exist which

    may either challenge or support a brand. In this place branding study, in-depth

    interviews of local residents reveal the existence of multiple place identities

    as well as how these identities relate to a place brand strategy. A framework

    is provided which illustrates how longitudinal identity studies can be a useful

    way to assess changes to place identities and the internal effectiveness of

    brand implementation. It is proposed that the functional communication-based

    research approach together with the novel framework developed in this study

    has relevance to the brand orientation of corporations, as it does for places.

Publication Date


  • 2013

Citation


  • Baxter, J., Kerr, G. & Clarke, R. J. (2013). Brand orientation and the voices from within. Journal of Marketing Management, 29 (9-10), 1079-1098.

Scopus Eid


  • 2-s2.0-84883616993

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1219&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/217

Has Global Citation Frequency


Number Of Pages


  • 19

Start Page


  • 1079

End Page


  • 1098

Volume


  • 29

Issue


  • 9-10

Place Of Publication


  • United Kingdom

Abstract


  • This work adds to the brand orientation literature by showing that while

    brand strategies may sometimes be aspirational, multiple identities exist which

    may either challenge or support a brand. In this place branding study, in-depth

    interviews of local residents reveal the existence of multiple place identities

    as well as how these identities relate to a place brand strategy. A framework

    is provided which illustrates how longitudinal identity studies can be a useful

    way to assess changes to place identities and the internal effectiveness of

    brand implementation. It is proposed that the functional communication-based

    research approach together with the novel framework developed in this study

    has relevance to the brand orientation of corporations, as it does for places.

Publication Date


  • 2013

Citation


  • Baxter, J., Kerr, G. & Clarke, R. J. (2013). Brand orientation and the voices from within. Journal of Marketing Management, 29 (9-10), 1079-1098.

Scopus Eid


  • 2-s2.0-84883616993

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1219&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/217

Has Global Citation Frequency


Number Of Pages


  • 19

Start Page


  • 1079

End Page


  • 1098

Volume


  • 29

Issue


  • 9-10

Place Of Publication


  • United Kingdom