You can’t govern if you don’t measure: Experts’ insights into place branding effectiveness assessment
Magdalena Florek , Marta Hereźniak , Anna Augustyn
AbstractThe purpose of the study is to verify the theoretical assumptions based on literature review regarding the issue of brand effectiveness evaluation and the potential measurement framework, as well as to provide insights into the nature of effectiveness measurement of city brand strategies. The findings are considered important foundations for designing a place branding measurement system, which is the next step and final purpose of the author’s research project.
|Journal series||Journal of Place Management and Development, ISSN 1753-8335, e-ISSN 1753-8343, (N/A 40 pkt)|
|Publication size in sheets||1|
|Keywords in Polish||pomiar, skuteczność, branding miejsc, branding miast, zarządzanie marką miasta|
|Keywords in English||Measurement, Effectiveness, Place branding, City branding, City brand management|
|ASJC Classification||; ; ; ; ;|
|Score||= 40.0, 16-06-2020, ArticleFromJournal|
|Publication indicators||= 0; : 2018 = 0.918|
|Citation count*||2 (2020-09-12)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.