Determinants of stakeholder participation in a place marketing approach: the case of a French place brand

Les déterminants de la participation des parties prenantes à une démarche de marketing territorial: le cas d’une marque de territoire française

Cédrine Zumbo-Lebrument () and Norbert Lebrument ()
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Cédrine Zumbo-Lebrument: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020]
Norbert Lebrument: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020]

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Abstract: The objective of this paper is to highlight and estimate determinants of stakeholder participa-tion in the territorial marketing approch for a place brand. Based on the content analysis of 25 interviews, validation of two structural equation models was performed. The results confirm that attachment to the place brand has a positive influence on stakeholder participation. Similarly, place brand attachment is positively influenced by ta feeling of regional belonging, or-ganizational commitment and satisfaction with the association supporting the brand.

Keywords: brand attachment; sense of place belonging; place marketing; implication organisationnelle; attachement à la marque; sentiment d’appartenance territoriale; participation; marketing territorial; organizational commitment (search for similar items in EconPapers)
Date: 2020
Note: View the original document on HAL open archive server: https://uca.hal.science/hal-02370765
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Citations: View citations in EconPapers (1)

Published in Management international = International management = Gestión internacional, 2020, 24 (3), pp.129-149. ⟨10.7202/1072628ar⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02370765

DOI: 10.7202/1072628ar

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