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Book part
Publication date: 14 September 2018

Jean-Nöel Patrick L'Espoir Decosta and Mikael Andéhn

This chapter presents two cases in which the coupling between products and destinations generates distinct variations of possibilities for on-site consumption of…

Abstract

This chapter presents two cases in which the coupling between products and destinations generates distinct variations of possibilities for on-site consumption of mythologies of product implacement. Productplace dyads represent significant enabling potential to convey experiential authenticity in the form of enacted narratives, which are in turn based on product myths and the role of a place on the continuum of a productionscape–consumptionscape. Through the illustrative use of cases, a symbolic order of product geography is revealed. Destinations that leverage product associations are invariably engaged in a struggle to claim symbolic authority produce an authentic product–origin narrative. This chapter bridges critical tourism and international marketing literatures and proposes product geography as the mythomoteur of worldmaking.

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Authenticity & Tourism
Type: Book
ISBN: 978-1-78754-817-6

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Article
Publication date: 9 January 2017

Wasanee Tharanga Ranasinghe, Park Thaichon and Malanee Ranasinghe

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri…

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Abstract

Purpose

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry.

Design/methodology/approach

Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation.

Findings

Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context.

Practical implications

The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding.

Originality/value

Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

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Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 5 December 2019

Rachel L. Noorda

The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises…

Abstract

Purpose

The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland.

Design/methodology/approach

This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs.

Findings

Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing.

Originality/value

This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.

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Journal of Research in Marketing and Entrepreneurship, vol. 21 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 13 July 2015

Kirill Lvovich Rozhkov and Natalya Il’inichna Skriabina

This paper aims to develop a theoretical approach to place market analysis that aims to identify the ways in which specific places are used and to further enable the…

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1975

Abstract

Purpose

This paper aims to develop a theoretical approach to place market analysis that aims to identify the ways in which specific places are used and to further enable the identification of distinct segments and products.

Design/methodology/approach

Typology construction was chosen as the main study method. Eight polar place demand patterns were classified on the abstract level, using a set of binary variables of spatial behaviour (migration, natural growth and settling). Based on this typology, eight abstract places were deductively described. In conjunction with this deductive study, the authors conducted focus groups, and the results showed considerable similarity in the interpretation of the achieved types.

Findings

This paper arrives at interdependent typologies of place demand, place product and place use patterns that allow the ways of using specific places to be identified and distinctive segments and products to be distinguished as particular, consistent combinations of the achieved types.

Practical implications

The typologies obtained expand the scope of competitive analysis and planning in framing place marketing. Distinct uses of specific places unambiguously point to the features of certain segments and could thereby enable a lucid marketing strategy.

Originality/value

Empirically driven place market research has not precisely defined the distinct ideas and concepts of investigated places, which might reflect the different segments of the population that have different intentions for the use of these places. This paper offers important insights into product differentiation and market segmentation in the frame of simultaneous product use.

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Journal of Place Management and Development, vol. 8 no. 2
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 12 October 2015

Kirill Lvovich Rozhkov and Natalya Il’inichna Skriabina

– This paper aims to develop a methodological approach to place product analysis that aims to identify the distinctive ideas of places.

Abstract

Purpose

This paper aims to develop a methodological approach to place product analysis that aims to identify the distinctive ideas of places.

Design/methodology/approach

The methodology included two stages: first, classifiers of place product uses and technologies were constructed on the basis of the product concept abstraction (Study 1) and then they were used as tools to systematize data about the attributes of city districts and the everyday activities of their residents to further identify product concepts (Study 2).

Findings

Product concepts of five Moscow districts were formulated as sets of benefits or district uses (needs satisfied and activities encouraged) offered to residents. The concepts are expressed in terms of typical constructions but reflect the distinctive features and specificities of the districts.

Research limitations/implications

Defining places as product concepts pushes the place product analysis, benefit and lifestyle segmentation forward. Additional place product dimensions and investigated places are advised to improve the reliability of the used classifiers as a tool for documentary research.

Practical implications

The developed analytical procedure is a much-needed supplement to existing techniques used to shape the product strategies of places. Identifying contradictory uses helps make product decisions that are appropriate in concurrently supporting all these uses, including providing spatial differentiation of the place product. The study results are thus useful for the development of city master plans characterized by long planning horizons and a high degree of conceptualization.

Originality/value

The paper proposes a new method for place product analysis that combines the advantages of both standardized and narrative approaches, introducing a convenient way to address the issue of clarity when transforming a variety of place attributes into core place values and eventual place brands.

Details

Journal of Place Management and Development, vol. 8 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 22 September 2020

Fanny Fong Yee Chan and Ben Lowe

This study aims to extend the literature on marketing communications by exploring the effect of placing products in humorous scenes. It aims to ascertain the prevalence of…

Abstract

Purpose

This study aims to extend the literature on marketing communications by exploring the effect of placing products in humorous scenes. It aims to ascertain the prevalence of placement scenes associated with humor in television programs and the effect of humor on brand persuasiveness.

Design/methodology/approach

The study used a two-phase research process. A content analysis of prime-time television programing was conducted to map the relative prevalence of brands placed in humorous contexts and for the selection of research stimuli. This was followed by a large-scale experimental study of 1,100 television viewers in Hong Kong with real stimuli that had been digitally manipulated.

Findings

The study found that a humorous context did enhance recall of placed brands but its effect on brand attitudes was mediated by audience involvement in the viewing and moderated by psychological trait reactance. Interestingly, and in contrast to conventional advertising, placing brands in a humorous context led to lower involvement in the viewing, which, in turn, resulted in lower brand attitudes. Individuals with low trait reactance were more positive toward brands placed in a non-humorous context than individuals with high trait reactance while individuals with high trait reactance were more positive toward brands placed in a humorous context, though the difference was less prominent.

Research limitations/implications

The findings help to illustrate when and how a humorous context contributes to the recall of and attitudes toward placed brands.

Practical implications

The results also facilitate marketers and program producers to choose the best placement context and design more effective placement strategies.

Originality/value

This research is the first to empirically examine the effect of a humorous context on the unaided recall of and attitudes toward brands placed in television programs.

Details

European Journal of Marketing, vol. 55 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 13 November 2018

Nicolas Papadopoulos, Mark Cleveland, Boris Bartikowski and Attila Yaprak

This study focuses on an inventory and typology of consumer dispositions towards “place” and relates it to the underlying theories, inputs and outcomes of place images and…

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1000

Abstract

Purpose

This study focuses on an inventory and typology of consumer dispositions towards “place” and relates it to the underlying theories, inputs and outcomes of place images and attitudes, aiming to unclutter a crowded research landscape by providing a holistic perspective of product/brand place associations.

Design/methodology/approach

The paper draws on extant literature to identify, analyze and discuss the consumer dispositions, theories and other elements related to place.

Findings

In total, 32 dispositions, 10 inputs to image formation, 28 permutations that complicate the understanding of place images, and 18 outcomes are discussed, providing a comprehensive perspective of the images of, and behaviours towards, various types of places from neighbourhoods to countries and beyond.

Research limitations/implications

Of the large number of constructs and combinations among them that are discussed, some have been studied fairly extensively, but most comprise “the road(s) less travelled”. The paper identifies relevant research gaps and numerous opportunities for new research.

Practical implications

Managers are aware and act upon some of the inventoried dispositions but can benefit by considering the complete array of constructs and concepts that are discussed.

Social implications

Individuals’ dispositions towards various places help to shape their self and social identities and are important in their daily life and consumption behaviour.

Originality/value

The study brings together for the first time a complete inventory of place-related dispositions alongside a wide range of related theories and concepts, thus advancing our knowledge of the nature and role of the country and other place-related images of products and brands.

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Journal of Product & Brand Management, vol. 27 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 8 February 2016

Fanny Fong Yee Chan, Dan Petrovici and Ben Lowe

The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a…

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4207

Abstract

Purpose

The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)).

Design/methodology/approach

A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572).

Findings

The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK.

Practical implications

The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible.

Originality/value

This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

Details

International Marketing Review, vol. 33 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 28 February 2019

Jihye Park and Yoon Jin Ma

This study aims to investigate the following three issues: whether consumers process numeric information with locational cues, which locations (horizontal vs vertical) are…

Abstract

Purpose

This study aims to investigate the following three issues: whether consumers process numeric information with locational cues, which locations (horizontal vs vertical) are more influential in processing numbers and whether a number-location association is weakened or strengthened when a visual reference frame moves up or down.

Design/methodology/approach

A field study and a series of three lab experiments were conducted to examine the location effect of numeric information on the package façade on the perceived magnitude of a number.

Findings

The authors found that a number at the right was perceived as larger than one at the left only when the number is located at the bottom. Also, placing numeric information at the bottom rather than the top of a product package façade was more powerful in processing the numeric information, but this is true only when the visual frame is set lower.

Practical implications

This study provides practical insights for product managers in placing core numeric information on product packaging to effectively communicate product value to consumers. Optimal locations can be deliberately considered along with types of numeric information and product categories. For healthy products that promote fewer calories, the top area of the package façade may be a better position for placing information on calories per serving to make the product more appealing to those who follow a healthy diet. Heavier, more voluminous products (e.g., refrigerator) better position their volume/weight information at the bottom than at the top or at the right of the bottom than at the left of the bottom on the product facade. Either the left side or right side of the top position may be beneficial for thinner, lightweight products (e.g., television).

Originality/value

The present work adds valuable empirical findings; inconsistent with past research, left-right location-number associations are not always true. People tend to associate smaller numbers with left-side locations and larger numbers with right-side locations only when the number is located at the bottom. Also, the study reported that top-small, bottom-large associations are not always true. The difference in perceived magnitude of the number between a number at the top and one at the bottom within the visual frame is significant only when the visual frame is set close to the ground.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in…

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11017

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

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