Places and their distinctive personalities: A multi-stakeholder approach

Deborah S. Levy and Christina K.C. Lee

ERES from European Real Estate Society (ERES)

Abstract: Branding is an important aspect in marketing because consumers are attracted to brands with values which are congruent to their own values. It is the ìunique added valuesî of a place brand that give places their distinctive personalities. These values are derived from all aspects of the environment, and will function as a brand regardless of whether or not it is managed as a brand. Place brand meaning also gives residents a sense of identity within society. Skinner and Kubacki (2007) suggests that ìthere is a growing body of research which identifies the need to investigate brand from a multi-stakeholder perspectiveî. In this study, we examine the elements which communicate a place brand from the perspective of residents and estate agents located in two affluent residential areas located close to Aucklandís CBD. A telephone survey of 561 residents from these two suburbs in addition to a content analysis of 2968 E-advertisements and interviews with estate agents provide the data to examine the residentsí and estate agents perception of the personality of their suburb.

JEL-codes: R3 (search for similar items in EconPapers)
Date: 2012-01-01
References: Add references at CitEc
Citations:

Downloads: (external link)
https://eres.architexturez.net/doc/oai-eres-id-eres2012-198 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:arz:wpaper:eres2012_198

Access Statistics for this paper

More papers in ERES from European Real Estate Society (ERES) Contact information at EDIRC.
Bibliographic data for series maintained by Architexturez Imprints ().