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Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior.

This article studies in how far participation of stakeholders enhances their active support for place brands, conceptualized in this study as Brand Citizenship Behavior (BCB). Combining insights from governance and branding theory this article uses survey data (N = 162) among stakeholders involved i...

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Publicado en:Public Administration Review Vol. 85; no. 1; pp. 192 - 207
Autores principales: Ripoll González, Laura, Klijn, Erik Hans, Eshuis, Jasper, Braun, Erik
Formato: Artículo
Publicado: Wiley-Blackwell Jan2025
Materias:
Participation
Organizational citizenship behavior
Branding (Marketing)
Place marketing
Brand equity
Brand name products
Acceso en línea:Ver este registro en EBSCOhost