Branding as a Public Governance Strategy: A Q Methodological Analysis of How Companies React to Place Branding Strategies.
Public branding is a new governance strategy in the public sector. Local governments, for instance, use brands to attract target groups to the city, such companies, tourists, or citizens. But how do target groups actually value this governance strategy? This article zooms in on the purpose of brandi...
| Publicado en: | Public Administration Review Vol. 81; no. 4; pp. 752 - 763 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Wiley-Blackwell
Jul2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=151570495&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 151570495 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00333352 PBA jtl: Public Administration Review issn: 00333352 maglogo: Y pubinfo: dt: Jul2021 vid: 81 iid: 4 pid: 480 pub: Wiley-Blackwell artinfo: ui: 151570495 10.1111/puar.13263 ppf: 752 ppct: 11 formats: fmt: – @attributes: type: T – @attributes: type: C – @attributes: type: P size: 436KB tig: atl: Branding as a Public Governance Strategy: A Q Methodological Analysis of How Companies React to Place Branding Strategies. aug: au: Stevens, Vidar Klijn, Erik Hans Warsen, Rianne affil: Mulier Institute Erasmus University Rotterdam su: Public administration Business enterprises Markets Branding (Marketing) sug: subj: Public administration Business enterprises Markets Other General Government Support Branding (Marketing) ab: Public branding is a new governance strategy in the public sector. Local governments, for instance, use brands to attract target groups to the city, such companies, tourists, or citizens. But how do target groups actually value this governance strategy? This article zooms in on the purpose of branding, as perceived by companies as a target group in a branding campaign. Q methodology is used to study the subjective viewpoints of 33 company owners in a neighborhood in Rotterdam, the Netherlands, that was branded as the Rotterdam Makers District. The analysis reveals that company owners prefer a transparent branding process in which they are recognized as coproducers of the brand and can add their story to the brand message that is conveyed to target audiences. These findings add to the resonating call in the literature to make more use of governance theories in the field of branding. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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