Show simple item record

dc.contributor.authorClifton, Nick
dc.date.accessioned2016-02-09T16:26:39Z
dc.date.available2016-02-09T16:26:39Z
dc.date.issued2014
dc.identifier.citationClifton, N. (2014) 'Towards a holistic understanding of county of origin effects? Branding of the region, branding from the region', Journal of Destination Marketing & Management, 3 (2), pp. 122–132en_US
dc.identifier.issn2212-571X
dc.identifier.urihttp://hdl.handle.net/10369/7673
dc.descriptionThis article has been published by Elsevier in Journal of Destination Marketing & Management, available online: http://dx.doi.org/10.1016/j.jdmm.2014.02.003en_US
dc.description.abstractNations and regions have images, or “brands” that stakeholders often attempt to manage or at least influence. In turn, many products have an association with a region or place, sometimes positively, and sometimes negatively so. These associations interact and shape each other. In this paper we thus argue that for a holistic view of country-of-origin effects, an understanding is needed of both branding of the region, and branding from the region, nation or place in question. Country-of-origin (COO) research has tended to focus upon how geographical associations may assist the marketing of certain products (halo effects) and indeed protect brand images from negative place-based associations (shield effects). The role of symbolic value here is discussed with the explicit assertion that its importance is increasing and that COO effects can be seen as an example of thereof; although these are likely to vary with the product or indeed place under consideration. We seek to develop these ideas by investigating the existence of branding spillovers in the opposite direction i.e. from product to regional image. This is done using the case of Wales via an investigation of three companies engaged with the changing meaning of their own country of origin – and also of the recent marketing initiatives of the Welsh Government itself. In this way the paper seeks to contribute a place-based bridging of the destination management literature and the brand management literature.en_US
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.relation.ispartofseriesJournal of Destination Marketing & Management
dc.rightsCreative Commons Attribution Non-Commercial No Derivatives License
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/legalcode
dc.subjectcountry-of-regionen_US
dc.subjectplace-brandingen_US
dc.subjectproduct brandingen_US
dc.subjectregional cultureen_US
dc.subjectsymbolic valueen_US
dc.subjectWalesen_US
dc.titleTowards a holistic understanding of county of origin effects? Branding of the region, branding from the regionen_US
dc.typeArticleen_US
dc.identifier.doihttp://dx.doi.org/10.1016/j.jdmm.2014.02.003
dc.date.dateAccepted2014-02-21
dc.rights.embargodate2017-03-24
dc.rights.embargoreason36 month embargo specified by publisher [SHERPA/RoMEO checked 10 February 2016 http://www.sherpa.ac.uk/romeo/issn/2212-571X/]
rioxxterms.freetoread.startdate2017-03-24


Files in this item

Thumbnail

This item appears in the following collection(s)

Show simple item record

Creative Commons Attribution Non-Commercial No Derivatives License
Except where otherwise noted, this item's license is described as Creative Commons Attribution Non-Commercial No Derivatives License