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Article Dans Une Revue Public Management Review Année : 2017

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

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Sonia Capelli

Résumé

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.
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Dates et versions

hal-01388963 , version 1 (27-10-2016)

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Emeline Martin, Sonia Capelli. Region brand legitimacy: towards a participatory approach involving residents of a place. Public Management Review, 2017, 19 (6), pp.820-844. ⟨10.1080/14719037.2016.1210908⟩. ⟨hal-01388963⟩
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