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This study aims to propose a novel concept of choreography as a way of understanding co-creation of value and thus develops the spatial analytical dimensions of co-creation theorising.

This conceptual paper contemplates the meanings and possibilities of leveraging the theoretical underpinnings of value co-creation, from the viewpoint of value-in-experience.

The concept of choreography opens up a way to read knowledge as movement. It enables a way to elaborate on both the phenomenological and non-representational aspects of co-creation processes. Conceptualising co-creation through such a lens, where knowing is seen as an on-going, spatio-temporal and affective process formed in movement, posits opportunities to further understand the value co-creation practices of experiences. Choreography gives access to the kinaesthetic and affective nature of knowing gained in and through different spatio-temporal contexts and can, in turn, be mobilised in others.

Only a few studies have conceptualised co-creation in relation to a spatio-temporal phenomenon. Notably, this study connects co-creation with mobilities and thus constructs a novel view of knowledge and value creation.

LGBTQ+ spaces are often considered as safe havens for the LGBTQ+ community, as they can gather free from prejudice and fear. This research explores the effect that heterosexual people attending LGBTQ+ venues have on this community. This paper considers the impacts on the community, the importance of their safe spaces and identifies practical implications to be considered in protecting these spaces.

The study implemented a multi-method qualitative data collection approach with LGBTQ+ community venue attendees in the UK. Stage 1 utilised an online qualitative survey and collected data from 558 respondents. Stage 2 saw critical incident techniques (CITs) used with 12 participants. The data collected were analysed using a thematic system.

The LGBTQ+ community has experienced an increase in frustration and fear as a result of more heterosexual attendees infiltrating their safe spaces. Both participants and respondents discussed the importance that security personnel play in ensuring safe spaces. Finally, the findings demystified that not all attendees in LGBTQ+ venues are allies, and that there is a need for those outside the community to better understand the importance of these spaces for the LGBTQ+ community, as many heterosexuals do not consider how they should act.

Limitations associated with the implementation of the CIT were identified. Further training is advised for researchers employing this method to prepare them for dealing with the emotional impact of participants’ experiences.

This study highlighted the need for security and staff working at LGBTQ+ venues to undergo extensive inclusivity training, and for stricter door policies. Participants also argued for LGBTQ+ venues to educate heterosexual attendees about the community and their historical and present-day struggles and culture.

This paper is of practical value to those who organise and manage LGBTQ+ events, bars and nightclubs. An enhancement to the four types of space framework originated by Castilhos and Dolbec (2018) has been identified.

The purpose of this paper is to analyse the potential benefits of identifying homogeneous territorial units of the urban-tourism space at a local scale.

The territory is an essential variable for designing tourist activities adapted to the characteristics of each urban-tourism space. However, your consideration presents a series of problems, including the lack of alphanumeric, microscale, georeferenced statistical information. The territorial segmentation of the tourist accommodations supply is approached as a methodology, a technique and an instrument that can be used to apply marketing strategies in coastal tourism areas.

One of the most important results is that territorial segmentation is a methodology and technique that can mitigate this issue because it is well-suited to defining spatial patterns of tourist behaviour through the delimitation of territorial units that have a certain degree of homogeneity.

The idea of territorial segmentation is the ideal technique for understanding tourists and their behaviour in the territory by integrating all the variables that intervene in a trip, the different aspects of the destination and data regarding tourist behaviour, allowing them to be understood at the greatest level of territorial disaggregation and making it a good tool for public and private actors, capable of facilitating intelligent decisions in strategic territorial planning and in defining the marketing approach of tourism companies.

This paper aims to discuss the notion of displacement, which refers on the one hand to the displacement faced by a diaspora and on the other hand to the diaspora’s hijacking of brands from their home country.

This is a conceptual paper supported by empirical evidence in the form of three case vignettes of brand hijacks by diasporas or reverse diasporas.

The three case vignettes show how the displacement does not only exist on the side of the brands; it is also found in the culture of the host country or the country of origin which is changed by the appropriation of the brand made by the (reverse) diaspora.

This paper argues why it is important for both consumer culture studies and brand culture research to pay more attention to the role of the “invisible diaspora hand.” Although sustained by some qualitative evidence, the paper is a theoretical construction that needs to be discussed and challenged.

This paper answers calls to go beyond space and place when it comes to market spatiality and to introduce other geographical concepts like diaspora.

The purpose of this paper is to propose a new framework on sensorial place brand identity.

This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.

By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.

This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.

The purpose of this paper is to demonstrate how the work of Deleuze and Guattari can help place marketers to think differently about places and place brands.

This is a conceptual paper that draws together a range of resources to develop a Deleuzoguattarian approach to place marketing.

Deleuzoguattarian thinking helps place marketers to reconceptualise places as “becomings”, which in turn encourages them to look between, beneath and beyond their usual foci. The Deleuzoguattarian spirit of critical-creativity is also noted, encouraging readers to develop the ideas presented here in new directions.

This paper expands the epistemological imagination of place marketing scholars to consider the places between their place brands, the subconscious influences beneath the surface of salience and phenomena beyond the anthroposcale of everyday experience. This enriches existing conceptualisations and extends place marketing with several new areas of enquiry that can be empirically elaborated through future research.

This paper helps place marketing practitioners to consider and respond to the flows of matter–energy that influence their place brands between, beneath and beyond their intentional management practices.

This paper develops critical schools of thought within the place marketing literature, providing some suggestions about how to develop and manage more inclusive place brands. This may also have implications for activists and others seeking societal improvements.

This paper develops a Deleuzoguattarian approach to place marketing, stimulating new lines of inquiry and experimental practices.

This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such SBPs should be regarded as positive steps toward a future where business does more good than harm in society.

Using the approach of a literature review, this paper highlights the actions of entrepreneurs and firms to implement SBPs resulting from analysis of the interplay between markets, marketing and society. Such analysis is in the tradition of macromarketing scholarship.

The study identifies important developments about an important shift toward adopting SBPs among many firms, as well as among consumers − especially, in developed countries of the world.

The study suggests that taking a macromarketing view offers scholars a broad lens on current complex marketplace phenomena that will prove effective in better understanding sustainability issues.

The results of the study underline the value of macromarketing scholarship through the last four decades. By being daring enough to consider other stakeholders other than marketers and owners of firms, macromarketers have provided scholars a more holistic understanding of business’ role in society.

Today, enlightened practitioners who utilize knowledge from macromarketing scholarship can gain a competitive advantage as they navigate markets increasingly influenced by a wider set of stakeholders. Such influential stakeholders include partner firms, employees, society and local communities, NGOs, media, government, as well as the environment and future generations. Scholars can gain perspective on the phenomena they investigate with such a macromarketing lens.

Building on Kavaratzis and Hatch’s (2013) identity-based place branding model, this paper aims to explore the spatial and social dimensions of the place brand identity formation process and how residents used social media to participate in the process of shaping a city brand during a crisis.

Adopting an interpretive and social constructionist approach, this study analyses a sample of 187 short videos created and posted by Wuhan residents on the social media app Douyin during a COVID-19 lockdown. The authors read the videos as cultural texts and analysed underlying social processes in the construction of place brand identity by residents.

This study develops an adapted conceptual model of place identity formation unfolding in four sub-processes: expressing, impressing, mirroring and reflecting, and each sub-process subsumes two dimensions: the social and the spatial. In addition, this study empirically describes how residents participated in place branding processes in two ways, namely, their construction of city brand identity via communicative practice and their exertion of changes to a city brand during a crisis. The model reveals how place brands emerge and can be transformed.

This paper amplifies Kavaratzis and Hatch's (2013) identity-based place branding model by testing it in an empirical study and highlighting the social and spatial dimensions. This paper contributes to research about participatory place branding by exploring how residents participated in the place branding process. This study analysed short videos on social media, a new communication format, rather than textual narratives dominating past studies.

To identify the trajectories of occupational mobility among non-EU immigrant workers in Europe and to test empirical data against neoclassical human capital theory that predicts upward occupational mobility and labor market segmentation theories proposing immigrant confinement to secondary segments.

Data from survey and semi-structured interviews (2,859 and 357, respectively) with immigrants from Brazil, Ukraine, and Morocco in the Netherlands, the United Kingdom, Portugal, and Norway. Multinomial regression analysis to test the likelihood of moving downward, upward, or stability and identify explanatory factors, complemented with qualitative evidence.

We found support for the thesis of segmented labor market theories of limited upward occupational mobility following migration. However, immigrants with longer residence in the destination country have higher chances of upward mobility compared to stability and downward mobility, giving also support for the neoclassical human capital theory. Frail legal status impacts negatively on upward mobility chances and men more often experience upward mobility after migration than women.

Findings reflect the specific situation of immigrants from three origin countries in four destination areas and cannot be taken as representative. In the multinomial regression we cannot distinguish between cohort effects and duration of stay.

Education obtained in the destination country is very important for migrants’ upward occupational mobility, bearing important policy implications with regards to migrants’ integration.

Its focus on trajectories of mobility through migration looking at two important transitions: (1) from last occupation in the origin country to first occupation at destination and (2) from first occupation to current occupation and offers a wide cross-country comparison both in terms of origin and destination countries in Europe.