Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC....

Purpose The purpose of this paper is to study residents’ ambassadorship and citizenship behaviours and to formulate a conceptual model that incorporates the antecedents of these behaviours. Design/methodology/approach The author collected data from 858 residents of Bangkok, the capital city of...

Purpose – The purposes of this research are to understand the complex communication environment of South Africa, to determine to which extent previously identified communication models can be applied to this burgeoning field and to propose a new model of communication: an integrated marketing...

Purpose – This paper aims to: better understand the country of origin (COO) construct by adopting a lens of marketplace mythology; and develop a conceptual framework delineating the process of mythologizing a country through the use of packaging. Design/methodology/approach – Analysis of...

Purpose – This paper aims to understand how place brand managers in the US Deep South understand the brand images associated with their states and cities. The US South has its own unique identity – and the Deep South has its own differences from the rest of the country. Typically, the Deep...

Purpose – The purpose of this paper is to explore the role of the municipality in the place marketing context and to describe how municipalities work on making their place good to live in. The study rests on abductive reasoning whereby service-based logic forms the study and offers a...

This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the...

Purpose – The purpose of this paper is twofold: on the one hand, it is to contribute to a sound conceptualization of the notion of place identity in the context of geographical spatial approaches; on the other, it is to show the implications this has in place branding research....

Purpose – The purpose of this paper is to draw upon Johnson's “Circle of Culture” to develop a cultural approach for studying place marketing's internal audience. A research project on the small Italian Renaissance city of Urbino explores how a number of marketing events dedicated to the...

Purpose – The purpose of this paper is to strengthen the conceptual understanding of place brands and place branding by exploring to what extent place branding implies a level of selectivity and how this relates to the layering of spatial identities. Design/methodology/approach – A...