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Place Branding Strategies for Alvesta Municipality
Växjö universitet, Fakulteten för humaniora och samhällsvetenskap, Ekonomihögskolan, EHV.
Växjö universitet, Fakulteten för humaniora och samhällsvetenskap, Ekonomihögskolan, EHV.
2008 (engelsk)Independent thesis Basic level (degree of Bachelor), 15 poäng / 22,5 hpOppgave
Abstract [en]

Thesis Purpose: The purpose of this study is to develop an increased knowledge of place branding, study the perception of inhabitants’ regarding Alvesta as a place and to explore an extended relationship between Alvesta and Växjö municipality.

Methodology: The methodology of the study is conducted with qualitative and quantitative approach. There were two interviews in Alvesta and Växjö municipality office. A total number of 216 questionnaires were gathered in three urban areas in Alvesta municipality.

Theoretical Framework: For this study place branding theory has been used as a guideline and SWOT, Gap analysis and Co-opetition theory were used to analyze Alvesta municipality as a place and its inhabitant’s perception.

Empirical Finding: A total of 210 questionnaires were analyzed statistically through SPSS with functions such as cross tabulation, compare means, and scale reliability analysis. Also the results of two interviews with the Alvesta and Växjö municipality are written in this chapter regarding the theories used in this thesis.

Analysis: The analysis chapter integrates the theory and the results of the empirical findings. Alvesta’s brand and service were evaluated based on SWOT and gap analysis. A co-opetition relationship was suggested between Växjö and Alvesta municipality in different issues such as branding, infrastructure and education.

Conclusion: From this study we have attained insight that Alvesta municipality is in the initial stage in branding and there is a service gap in the inhabitants’ perception. Finally this study contributes how Alvesta municipality can create mutual value by cooperating and competing with Växjö municipality.

sted, utgiver, år, opplag, sider
2008. , s. 65
Emneord [en]
Place branding, Place marketing, Gap analysis, Co-opetition
HSV kategori
Identifikatorer
URN: urn:nbn:se:vxu:diva-2279OAI: oai:DiVA.org:vxu-2279DiVA, id: diva2:206192
Uppsök
samhälle/juridik
Veileder
Examiner
Tilgjengelig fra: 2008-09-16 Laget: 2008-09-16 Sist oppdatert: 2010-03-10bibliografisk kontrollert

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