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Publication date: 4 July 2019

Irina Tsvetkova, Evgenia Zhelnina, Tatiana Ivanova and Natalia Gorbacheva

The chapter is devoted to analysis of the structure of regional identity. Topicality of this issue is caused by the processes of social differentiation of regions. The…

Abstract

The chapter is devoted to analysis of the structure of regional identity. Topicality of this issue is caused by the processes of social differentiation of regions. The purpose of the research is to describe the factors of regional identity. Regional identity is predetermined by natural, geographical, socio-cultural, ethnic, and socio-political factors. Regional identity is viewed as a complex dynamic structure. It is analyzed on the basis of application of concepts of constructivism and symbolic capital. The authors come to the conclusion that dynamics of regional identity are determined by individuals’ evaluation of the conditions of the territory for satisfying the needs and implementation of life plans. This aspect is analyzed from the positions of the concept of constructivism. It is also concluded that dynamics of regional identity depends on attractive image of the territory and realization of its uniqueness. This aspect of regional identity is viewed as a symbolic capital, which stimulates the development of territory.

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Article
Publication date: 8 July 2014

Henk Hofstede

The aim of this paper is to assess the thinning notion in a case study while acknowledging the hybrid nature of regional identities with the past. In The Netherlands, a…

Abstract

Purpose

The aim of this paper is to assess the thinning notion in a case study while acknowledging the hybrid nature of regional identities with the past. In The Netherlands, a process can be observed in which regions actively claim their uniqueness to ensure their development and relevance. It seems that regions adopt similar modern labels in their regional marketing, suggesting a so-called thinning of identities away from traditional thick identities.

Design/methodology/approach

The paper is based on a content analysis of promotional texts and interviews with politicians to analyse the context, aims and perceptions of the regional marketing. It stresses an approach which sees identities as balanced between the present and the past.

Findings

In line with the thinning notion, this case study shows indeed a creation of new thin elements and an exclusion of traditional thick elements in the regional marketing. However, it was also found that the marketing entails creative links between both characteristics, which suggest a tempering of the thinning notion.

Practical implications

The results show that linking traditional with utilitarian elements might capacitate traditional regions to allocate the resources for regional marketing more effectively.

Originality/value

Despite the fact that studies acknowledge identities as neither thick nor thin, the thinning notion seems to examine both elements as a dichotomy within regions, which does not follow the nature of identities as interconnected in time. Then, the value of this study must be found in the way it goes behind such a dichotomy by presenting an integrative analysis of thin and thick characteristics.

Details

Journal of Place Management and Development, vol. 7 no. 2
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 28 December 2018

Barbara Stöttinger and Elfriede Penz

In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities

Abstract

Purpose

In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how these dimensions are differentiated, interrelated and interlinked. The paper aims to discuss these issues.

Design/methodology/approach

Using qualitative interviews, this paper investigates how (40) respondents from two different ethnic minorities in a country that is not necessarily considered multiethnic perceive these dimensions of territorial identity (ethnic, regional and national) as a constituent element of their own person and of their behavior.

Findings

The authors highlight that these three dimensions of territorial identity co-exist as independent entities; they are distinct but interrelated and interconnected. Furthermore, idiosyncrasies in the ethnic sub-samples are investigated and described. These are related to the connection to the country of residence (being born there vs having immigrated there). Finally, avenues for future research, such as expanding the concept of territorial identities and its connection to consumer behavior, are suggested.

Originality/value

The authors extend the bipolarity commonly used in territorial identities (global vs local or ethnic vs national) to three conceptually independent dimensions. The authors explore the relationships between these dimensions of territorial identity and show that they may not conflict but, instead, co-exist.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 16 May 2008

Hans Ruediger Kaufmann and Susanne Durst

The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge…

Abstract

Purpose

The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge for developing and managing inter‐regional brands, hence contributing to closing the scientific gap as to an inter‐regional brand development conceptualisation.

Design/methodology/approach

The research method used was a case study, targeted to develop an understanding of a neglected academic field. Based on a documentary analysis, semi‐structured in‐depth interviews were conducted and interpreted. The InterReg IIIB‐supported RegioMarket project and a case study on Liechtenstein provide the background for the project.

Findings

Based on an extensive literature review, the present paper states that interdisciplinary theoretical development of the concept of branding has not kept pace with the increasing practical application of the branding concepts in a variety of sectors leading to application gaps and dissatisfying results. Representing the ultimate level of complexity, the development and management of inter‐regional brands crossing nations and cultures currently lacks any empirically researched systematic theory. Following the exploratory stage, an initial conceptualisation is presented to bridge the scientific gap as to the development of inter‐regional brands.

Research limitations/implications

The major limitation of the research is that it focuses on only one participating region. Hence, the initial conceptualisation needs to be validated in other participating regions. A further limitation refers to a lack of research on the specific influence of SMEs on the success of the development of inter‐regional brands.

Originality/value

The discussion interlinks the interdisciplinary concepts of branding, perception, region, leadership, culture and identity and provides an initial conceptualisation so far not identified in the field of inter‐regional branding.

Details

EuroMed Journal of Business, vol. 3 no. 1
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 5 October 2012

Alessandra Zamparini and Francesco Lurati

This paper presents the results of exploratory research aimed at understanding how firms operating in regional clusters use the clusters' collective identity in their…

Abstract

Purpose

This paper presents the results of exploratory research aimed at understanding how firms operating in regional clusters use the clusters' collective identity in their external communication and combine it with the communication of their individual identity. In particular, the paper aims to detect different behaviors among different types of firms.

Design/methodology/approach

A quantitative exploratory content analysis is performed on the websites of the wineries of the Franciacorta wine cluster (Italy). A two‐step cluster analysis is used to identify differences in identity communications.

Findings

The results suggest the existence of two groups manifesting different patterns of identity communication. Larger firms communicate their individual identity through symbols, but they consistently communicate collective values. The other group (on average smaller firms, but including some of the biggest) seems to exploit collective identity symbols, without giving prominence to collective values.

Practical implications

This study provides an understanding of how companies communicate collective symbols and values promoted by cooperative institutions; this understanding can be beneficial for future developments of collective branding projects.

Originality/value

This research contributes to broadening the debate on cluster identity as a strategic resource by adopting a communication perspective as well as providing empirical data on how different types of clusters' firms actually combine a collective cluster's identity and their firm's identity to shape their external image.

Details

Corporate Communications: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 22 March 2019

Tae Wan Kim

The purpose of this paper is to examine regional voting patterns in South Korea using the results from six presidential elections since the 1990s.

Abstract

Purpose

The purpose of this paper is to examine regional voting patterns in South Korea using the results from six presidential elections since the 1990s.

Design/methodology/approach

A χ2 test was used to determine the municipalities where a regional voting pattern emerged, and λ correlation coefficients were calculated to examine changes in the regional voting patterns.

Findings

The analyses lead to three key findings. First, voting patterns differ in Yeongnam and Honam: regional voting in Yeongnam is getting weaker, it remains strong in Honam. Second, the tendency to vote along regional lines decreased significantly in the election in which the Honam party fielded a candidate with a Yeongnam appeared identity. Third, regional voting patterns declined but then stabilized at a constant level, regardless of the candidates’ local identity, which was confirmed in “Bu-Ul-Gyeong.”

Originality/value

This paper can empirically verify the manifestation of regional voting pattern and confirm the trend. It is possible to derive a condition for suppressing the regional voting pattern.

Details

Asian Education and Development Studies, vol. 8 no. 3
Type: Research Article
ISSN: 2046-3162

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Article
Publication date: 27 January 2012

Helena Kantanen

This paper aims to focus on how corporate and regional identity and image build a framework for stakeholder dialogue in higher education institutions.

Abstract

Purpose

This paper aims to focus on how corporate and regional identity and image build a framework for stakeholder dialogue in higher education institutions.

Design/methodology/approach

The paper draws on literature related to corporate identity and image. The approach is qualitative and the data consist of strategic documents and 23 focused interviews conducted with university and stakeholder representatives in three Finnish cities.

Findings

The paper outlines how corporate and regional identities are perceived by university managers and universities' local stakeholders. It claims that the identity and image of the university and the region concerned are among the central determinants of stakeholder interaction.

Practical implications

The paper shows that identity and image are central phenomena to manage communication in higher education institutions. It emphasises that when merging institutions, valuable assets such as the history with local stakeholders may be at risk.

Originality/value

There is information on how university identity and image are formed through research merits and education, but very little knowledge on how they are formed through the so‐called third strand, regional service. The paper sheds light on this question.

Details

Corporate Communications: An International Journal, vol. 17 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 14 August 2017

Cecilia Cassinger and Jörgen Eksell

The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the…

Abstract

Purpose

The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia.

Design/methodology/approach

The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach.

Findings

Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change.

Research limitations/implications

The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity.

Practical implications

The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process.

Originality/value

The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands.

Details

Journal of Place Management and Development, vol. 10 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 9 November 2010

Alessandra Zamparini, Francesco Lurati and Laura G. Illia

The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis…

Abstract

Purpose

The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino.

Design/methodology/approach

The audit is comprised of two parts: one captures producers' intentions regarding the communication of the regional wine brand while the other determines what wineries actually convey through their formal communications. Data about intentions were collected through qualitative interviews and a survey of producers, while data on what wineries convey was based on a content analysis of wineries' communication materials.

Findings

The application of the audit to the brand Merlot Ticino shows that the proposed method provides several insights into the brand's personality, possible gaps between producers' intentions and actual communications, the potential target of the communication, the level of consistency of communication content and style, and the expressiveness of wineries in communicating the regional wine brands.

Research limitations/implications

The content analysis adopted in this research focuses on formal communications issued by wineries. Adding oral contents and consumer perceptions would considerably improve the audit tool.

Originality/value

This paper provides winemaking regions with a useful tool with which to determine the effectiveness of their brand projections in the collective promotion of their regional wine brands. The paper is of value for academic research because it illustrates that results may be obtained in the wine brand field using methods traditionally used in corporate communication research, like projective techniques and communications audits.

Details

International Journal of Wine Business Research, vol. 22 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 22 March 2011

Dariusz Siemieniako, Krzysztof Kubacki, Ewa Glińska and Katarzyna Krot

Earlier studies into consumer ethnocentrism focused on identification of the level of ethnocentric tendencies in different countries and their investigation for various…

Abstract

Purpose

Earlier studies into consumer ethnocentrism focused on identification of the level of ethnocentric tendencies in different countries and their investigation for various categories of products. This research contributes to a wider understanding of that phenomenon, aiming to explore the characteristics of Polish consumers' national and regional ethnocentric attitudes and behaviours, especially symptoms of those attitudes in relationship with locally produced brands of beer.

Design/methodology/approach

All the data were collected on a university campus in Poland in late autumn 2007 in a group of ten university students. Purposive sampling was used to establish two focus groups within the industry's main target market age group, each of which met on two occasions, three weeks apart.

Findings

The main identified issues broadly covered two main categories: national ethnocentrism and regional ethnocentrism. The findings point to the relative importance of elements such as brand image (based on Polish culture and referring to its symbols), local brands as contributors to local identities and the form of their expression, as well as a moral obligation to buy local brands.

Originality/value

Indicative findings suggest that several areas need to be further investigated in future research in order to better understand the characteristics of national and regional ethnocentric tendencies, and the contribution they make to local identities.

Details

British Food Journal, vol. 113 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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