Kemp, Elyria; Childers, Carla Y.; Williams, Kim H. - In: Journal of Product & Brand Management 21 (2012) 7, pp. 508-515
Purpose – The purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process. Design/methodology/approach – A conceptual model...