A Place Called Home (video)

In Money
Written by  Miranda Gubbels Wednesday, 02 April 2014 10:51
PhD dissertation Katja Sillen

This dissertation describes the cognitive process of identification with place brands and its effects on behaviour. More and more places are engaging in branding efforts in order to attract prospectiveresidents but struggle when it comes to the application of product and services marketingtools to the context of place branding and the role of residents in the branding process.

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Katja Sillen Student Videa team: Miranda Gubbels and Jana Dekanovska
The results of this research show that the cognitive process in a place branding context is differently structured than in the context of products and services. For example traditional marketing methods, such as advertisements, are less effective on behaviour. Furthermore inhabitants can function as place brand ambassadors even if they no longer live in a place. Their opinions seem to have a positive effect on behaviour.
 

 
On Thursday 27 February Katja Sillen defended her dissertation: 'A place called home' - The role of identification in the post-dissolution phase of a customer relationship with a place brand

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