 Case The Netherlands: Perceived Image ResearchRobert Govers () and Frank Go () Chapter Chapter 12 in Place Branding, 2009, pp 194-207 from Palgrave Macmillan Abstract: Abstract As discussed in great detail in Part 1 and here in Part 4, a strong place image means perceived superior customer value and consequently positively influences buying behaviour (Tapachai and Waryszak 2000). Therefore, we wanted to identify whether, regardless of places’ unique features and holistic auras, the common attribute-based approach would be able to measure the effectiveness of place brand marketing efforts aimed at (re)positioning place image among different groups with different levels of product familiarity. If that were found to be the case, the problem of measuring consumer evaluations of place images, be it on- or offline, would be fairly limited. Therefore, arising from this discussion, the following theoretical assumptions needed to be confirmed in this case research: Traditional quantitative attribute based place image research can be used to identify the content of perceived images and subsequently determine effectiveness of place brand marketing; It is possible to rate place brand images based on attribute based research. Keywords: AIDA Group; Place Brand; Holiday Destination; Customer Database; Place Image (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-24702-4_12 Ordering information: This item can be ordered from DOI: 10.1007/978-0-230-24702-4_12 Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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