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Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior.

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Title: Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior.
Authors: Ripoll González, Laura1 (AUTHOR) ripollgonzalez@essb.eur.nl, Klijn, Erik Hans1 (AUTHOR) klijn@essb.eur.nl, Eshuis, Jasper1 (AUTHOR) eshuis@essb.eur.nl, Braun, Erik2 (AUTHOR) ebr.marktg@cbs.dk
Source: Public Administration Review. Jan2025, Vol. 85 Issue 1, p192-206. 15p.
Subject Terms: Branding (Marketing), Place marketing, Brand equity, Brand name products, Participation, Organizational citizenship behavior
Abstract: This article studies in how far participation of stakeholders enhances their active support for place brands, conceptualized in this study as Brand Citizenship Behavior (BCB). Combining insights from governance and branding theory this article uses survey data (N = 162) among stakeholders involved in branding processes of two Dutch regions. The analysis shows that more intense participation in the development of the brand is related to more BCB. Beyond participation, perceived value of the brand for stakeholders and degree of place identity (identification with place) also positively relate to brand citizenship behavior. The findings not only confirm the importance of participation in achieving support for public brands, but also provide insight into the role of affective factors (identification) and interest‐based factors (value of the brand for the stakeholder) on BCB. [ABSTRACT FROM AUTHOR]
Copyright of Public Administration Review is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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  Data: Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior.
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  Data: <searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink><br /><searchLink fieldCode="DE" term="%22Place+marketing%22">Place marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+equity%22">Brand equity</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+name+products%22">Brand name products</searchLink><br /><searchLink fieldCode="DE" term="%22Participation%22">Participation</searchLink><br /><searchLink fieldCode="DE" term="%22Organizational+citizenship+behavior%22">Organizational citizenship behavior</searchLink>
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  Data: This article studies in how far participation of stakeholders enhances their active support for place brands, conceptualized in this study as Brand Citizenship Behavior (BCB). Combining insights from governance and branding theory this article uses survey data (N = 162) among stakeholders involved in branding processes of two Dutch regions. The analysis shows that more intense participation in the development of the brand is related to more BCB. Beyond participation, perceived value of the brand for stakeholders and degree of place identity (identification with place) also positively relate to brand citizenship behavior. The findings not only confirm the importance of participation in achieving support for public brands, but also provide insight into the role of affective factors (identification) and interest‐based factors (value of the brand for the stakeholder) on BCB. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Public Administration Review is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1111/puar.13776
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      – Code: eng
        Text: English
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        Type: general
      – SubjectFull: Place marketing
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      – SubjectFull: Brand equity
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      – SubjectFull: Brand name products
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              Text: Jan2025
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