You can’t govern if you don’t measure: Experts’ insights into place branding effectiveness assessment

Magdalena Florek , Marta Hereźniak , Anna Augustyn

Abstract

The 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.
Author Magdalena Florek (WZ / KHiM)
Magdalena Florek,,
- Department of Trade and Marketing
, Marta Hereźniak - Uniwersytet Łódzki (UŁ)
Marta Hereźniak,,
-
, Anna Augustyn - Uniwersytet w Białymstoku
Anna Augustyn,,
-
Journal seriesJournal of Place Management and Development, ISSN 1753-8335, e-ISSN 1753-8343, (N/A 40 pkt)
Issue year2019
Vol12
No4
Pages545-565
Publication size in sheets1
Keywords in Polishpomiar, skuteczność, branding miejsc, branding miast, zarządzanie marką miasta
Keywords in EnglishMeasurement, Effectiveness, Place branding, City branding, City brand management
ASJC Classification1403 Business and International Management; 1406 Marketing; 1408 Strategy and Management; 1409 Tourism, Leisure and Hospitality Management; 3305 Geography, Planning and Development; 3322 Urban Studies
DOIDOI:10.1108/JPMD-10-2018-0074
URL https://www.emerald.com/insight/content/doi/10.1108/JPMD-10-2018-0074/full/html?fbclid=IwAR0Kw2V6OmMofK79halhEdDpczUUem7a48e4LKtqsmCIsBjc9bRgnidGa1Y
Languageen angielski
Score (nominal)40
Score sourcejournalList
ScoreMinisterial score = 40.0, 16-06-2020, ArticleFromJournal
Publication indicators WoS Citations = 0; Scopus SNIP (Source Normalised Impact per Paper): 2018 = 0.918
Citation count*2 (2020-06-29)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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