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....

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...