Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that...

Purpose – This paper aims to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice. Design/methodology/approach – The paper is based on theoretical insights drawn from...