Region brand legitimacy: towards a participatory approach involving residents of a place

Emeline Martin () and Sonia Capelli ()
Additional contact information
Emeline Martin: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

Post-Print from HAL

Abstract: Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.

Keywords: residents; region; Place branding; place marketing; advertising legitimacy (search for similar items in EconPapers)
Date: 2017-03-31
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Public Management Review, 2017, 19 (6), pp.820-844. ⟨10.1080/14719037.2016.1210908⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-01388963

DOI: 10.1080/14719037.2016.1210908

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().