EXPLORE YOUR DESTINATION BRAND BY "EXPLORING YOUR SENSES"

Eleftheria Kampa and Irini D. Rigopoulou
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Eleftheria Kampa: Athens University of Economics and Business, Greece
Irini D. Rigopoulou: Athens University of Economics and Business, Greece

Chapter 54 in Marketing and Management Sciences, 2010, pp 309-313 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractRecent marketing research has pointed at the extreme importance of fundamental branding concepts and issues for destination branding. However, despite its potential, the advertising slogans, as well as the conotations deriving from their use, have not been explored widely in this context. This paper considers the role of the slogan in destination brand building and identifies various antecedents impacting on the effectiveness of the advertising slogan of the destination and consequentially on the related advertising strategy effectiveness. In parallel, the Brand Personality scale is successfully utilized in the context of destination branding.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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