FOCUS GROUP INTERVIEWS ABOUT THE CITY BRAND - AN EXPLORATIVE STUDY IN THE CITY MARKETING OF PITE?TI

Asandei Mihaela ()
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Asandei Mihaela: "Constantin Brancoveanu" University of Pitesti

Management Strategies Journal, 2015, vol. 30, issue 4, 54-60

Abstract: The purpose of the present paper is to bring together theory and practice in the field of city marketing given the example offered by the City Brand of Pite?ti. The focus group is an interview with a constructed group, which is focused on a specific topic and a specific category of subjects. The study introduces the focus group methodology applied to some groups of students to understand young people’s perceptions about an event held by the local community and to establish the correlation between the city brand of Pitesti and the Tulip Symphony. Exploring the young people’s perceptions about the city brand helps formulate a slogan of the city brand and constitutes the first step in the city brand design strategy. We employed the interview guide, the replies being registered with the help of a recorder. The results of the group discussions have shaped the idea that the city is perceived as the city of tulips and Dacia cars.

Keywords: city brand; foscus grup interview; city marketing; the Tulip Symphony; Pitesti (search for similar items in EconPapers)
JEL-codes: H83 M31 M38 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:30:y:2015:i:4:p:54-60

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