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Branding Porto: An Authentic-Based Approach to Place Identity Theory
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
2018 (English)In: Strategic Perspectives in Destination Marketing / [ed] Mark Anthony Camilleri, Hershey: IGI Global, 2018, p. 198-219Chapter in book (Refereed)
Abstract [en]

Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.

Place, publisher, year, edition, pages
Hershey: IGI Global, 2018. p. 198-219
Series
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, ISSN 2327-5502, E-ISSN 2327-5529
Keywords [en]
place identity, destination authenticity
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-77029DOI: 10.4018/978-1-5225-5835-4.ch008ISBN: 9781522558354 (print)ISBN: 9781522558361 (electronic)ISBN: 1522558357 (print)OAI: oai:DiVA.org:lnu-77029DiVA, id: diva2:1236046
Available from: 2018-07-30 Created: 2018-07-30 Last updated: 2018-08-14Bibliographically approved

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Rodrigues, Clarinda

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Citation style
  • apa
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  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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  • asciidoc
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