IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v17y2009i4p232-237.html
   My bibliography  Save this article

Analysis of management narrative to understand social marketing strategy: The case of ‘Branding Logan City’

Author

Listed:
  • Russell, David
  • Mort, Gillian Sullivan
  • Hume, Margee

Abstract

This paper presents a unique city branding case applying narrative analysis to the marketing manager’s account of his long running campaign to brand Logan City. The analysis finds that the campaign has many of the hallmarks of social marketing, but focuses strongly on citizen’s positive self image and social capital development. Elements of city branding are employed but the approach is ‘self directed’, rather than the usual approach of ‘other directed’. The desired outcomes are a positive self and community image laying the foundation for a community confident to undertake various economic development tasks. Implications for social marketing theory and management and future research are discussed.

Suggested Citation

  • Russell, David & Mort, Gillian Sullivan & Hume, Margee, 2009. "Analysis of management narrative to understand social marketing strategy: The case of ‘Branding Logan City’," Australasian marketing journal, Elsevier, vol. 17(4), pages 232-237.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:4:p:232-237
    DOI: 10.1016/j.ausmj.2009.06.007
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358209000421
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ausmj.2009.06.007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gabriel, Yiannis, 2000. "Storytelling in Organizations: Facts, Fictions, and Fantasies," OUP Catalogue, Oxford University Press, number 9780198297062.
    2. Phil Hubbard, 1996. "Urban Design and City Regeneration: Social Representations of Entrepreneurial Landscapes," Urban Studies, Urban Studies Journal Limited, vol. 33(8), pages 1441-1461, October.
    3. G Stoker & K Mossberger, 1994. "Urban Regime Theory in Comparative Perspective," Environment and Planning C, , vol. 12(2), pages 195-212, June.
    4. Lionel Sitz, 2008. "Beyond semiotics and hermeneutics : Discourse analysis as a way to interpret consumers' discourses and experiences," Post-Print hal-02311730, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Eko Nursanty & Atik Suprapti & Joesron Alie Syahbana, 2017. "The application of tourist gaze theory to support city branding in the planning of the historic city Surakarta, Indonesia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 223-241, August.
    2. Emete Toros & Yavuz Gazibey, 2018. "Priorities of the citizens in city brand development: comparison of two cities (Nicosia and Kyrenia) by using analytic hierarchy process (AHP) approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 413-437, December.
    3. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2013. "City branding: A facilitating framework for stressed satellite cities," Journal of Business Research, Elsevier, vol. 66(1), pages 37-44.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Per Engelseth & Richard Glavee-Geo & Artur Janusz & Enoch Niboi, 2020. "The Emergent Nature of Networked Sustainable Procurement," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    2. Arfan Khalid, 2011. "Effect of Organizational Change on Employee Job Involvement: Mediating Role of Communication, Emotions and Psychological Contract," Information Management and Business Review, AMH International, vol. 3(3), pages 178-184.
    3. Cliff Oswick, 2014. "A Study of Case Studies: Some Reflections and Projections on the Narrative Structuring of Management Cases," South Asian Journal of Business and Management Cases, , vol. 3(1), pages 7-14, June.
    4. Nurit Alfasi & Talia Margalit, 2014. "The challenge of regulating private planning initiatives," Chapters, in: David Emanuel Andersson & Stefano Moroni (ed.), Cities and Private Planning, chapter 13, pages 269-294, Edward Elgar Publishing.
    5. Kevin Morrell, 2008. "The Narrative of ‘Evidence Based’ Management: A Polemic," Journal of Management Studies, Wiley Blackwell, vol. 45(3), pages 613-635, May.
    6. Beattie, Vivien, 2014. "Accounting narratives and the narrative turn in accounting research: Issues, theory, methodology, methods and a research framework," The British Accounting Review, Elsevier, vol. 46(2), pages 111-134.
    7. Sörgärde, Nadja, 2020. "Story-dismantling, story-meandering, and story-confirming: Organizational identity work in times of public disgrace," Scandinavian Journal of Management, Elsevier, vol. 36(3).
    8. Jerzy Kociatkiewicz & Monika Kostera, 2015. "Into the labyrinth : tales of organizational nomadism," Post-Print hal-02423775, HAL.
    9. Rayburn, Steven W. & Voss, Kevin E., 2013. "A model of consumer's retail atmosphere perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 400-407.
    10. Marjorie Tendero & Cécile Bazart, 2018. "" Empty lands " ? Social representations of contaminated brownfields in France," Working Papers halshs-01709548, HAL.
    11. Jerzy Kociatkiewicz & Monika Kostera, 2023. "Longing as learning, learning as longing: insights and improvisations in a year of disrupted studies," Post-Print hal-03735974, HAL.
    12. Jean-Philippe Bouilloud & Ghislain Deslandes & Guillaume Mercier, 2019. "The Leader as Chief Truth Officer: The Ethical Responsibility of “Managing the Truth” in Organizations," Journal of Business Ethics, Springer, vol. 157(1), pages 1-13, June.
    13. Marcus T. Wolfe & Dean A. Shepherd, 2015. "What do you have to Say about That? Performance Events and Narratives’ Positive and Negative Emotional Content," Entrepreneurship Theory and Practice, , vol. 39(4), pages 895-925, July.
    14. W. E. Douglas Creed, 2003. "Voice Lessons: Tempered Radicalism and the Use of Voice and Silence," Journal of Management Studies, Wiley Blackwell, vol. 40(6), pages 1503-1536, September.
    15. Czarniawska, Barbara, 2008. "Humiliation: A standard organizational product?," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 19(7), pages 1034-1053.
    16. Ian Fillis & Ruth Rentschler, 2010. "The Role Of Creativity In Entrepreneurship," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 18(01), pages 49-81.
    17. Dirk Holtbrügge, 2013. "Indigenous Management Research," Management International Review, Springer, vol. 53(1), pages 1-11, February.
    18. Andrea Kampmann & Burkhard Pedell, 2022. "Using Storytelling to Promote Organizational Resilience: An Experimental Study of Different Forms of Risk Communication," Schmalenbach Journal of Business Research, Springer, vol. 74(4), pages 695-725, December.
    19. Michela Arnaboldi & Irvine Lapsley, 2010. "Asset management in cities: polyphony in action?," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 23(3), pages 392-419, March.
    20. Valérie-Inès de La Ville & Eléonore Mounoud, 2015. "A Narrative to Approach to Strategy as Practice: strategy making from texts and narratives," Post-Print halshs-01390100, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:17:y:2009:i:4:p:232-237. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.