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The number of cities claiming to make use of branding has been growing considerably in the last decade. Competition is one of the key drivers for cities to establish their place as a brand and promoting that place to visitors, investors, companies and residents. Unfortunately, place marketers...
Persistent link: https://www.econbiz.de/10011332309
The theoretical development of place branding is in its early stages. The most important contributions so far have come from publications 'translating' insights, methods and tools from corporate branding theory to places and cities in particular. Obviously, an academic field in its early stages...
Persistent link: https://www.econbiz.de/10011332341
Die Eroberung der Stadtnacht ist an die Verfügbarkeit der künstlichen Beleuchtung gebunden und erfolgte daher menschheitsgeschichtlich sehr spät. Stadtnacht wird trotz aller Erschließung - die allerdings weit von 24/7 entfernt ist - weiterhin als "anderer" Zeit-Raum wahrgenommen. Zum einen...
Persistent link: https://www.econbiz.de/10012003727
Many cities are trying to attract tourists by investing in urban amenities. Cultural heritage is an important example … offering more cultural heritage, which we measure as the area of the inner city that has a protected status because of the … cultural heritage that is present there. …
Persistent link: https://www.econbiz.de/10010377209
'Goods-Dominant' logic, which is especially persistent in Italy and limits the use of cultural heritage, and to broaden the … range of value and enhance the merit quality that can be found within the current international vision of cultural heritage … heritage territorial system governance model, which can be adopted to pursue the enhancement of Italian cultural heritage and …
Persistent link: https://www.econbiz.de/10010310663
The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...
Persistent link: https://www.econbiz.de/10010368391
Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...
Persistent link: https://www.econbiz.de/10010291752
bisherige Untersuchungen versuchen, das Markenimage, das unter anderem aus unbewussten Emotionen und Attributen besteht, auf …
Persistent link: https://www.econbiz.de/10011541561
Das Ziel des Forschungsprojekts war es, die Determinanten und Konsequenzen der Markeneinstellung von Mitarbeitenden zu untersuchen. Dabei wurde sich als spezifische Form der Markeneinstellung auf die Konzeptualisierung und Operationalisierung der Markenliebe von Mitarbeitenden konzentriert. Die...
Persistent link: https://www.econbiz.de/10011428808
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010352742