lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Place Branding Strategies for Alvesta Municipality
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics.
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics.
2008 (English)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2008. , p. 65
Keywords [en]
Place branding, Place marketing, Gap analysis, Co-opetition
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:vxu:diva-2279OAI: oai:DiVA.org:vxu-2279DiVA, id: diva2:206192
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-09-16 Created: 2008-09-16 Last updated: 2010-03-10Bibliographically approved

Open Access in DiVA

fulltext(467 kB)898 downloads
File information
File name FULLTEXT01.pdfFile size 467 kBChecksum MD5
64ac7997e06b973566889a47ecc21cff4285841a74607c452cce32e7c6d78e5a7d0a9432
Type fulltextMimetype application/pdf

By organisation
School of Management and Economics
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 898 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1007 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf