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Place branding of seaports in the Middle East

Author

Listed:
  • Richard Rutter

    (Australian College of Kuwait
    University of East Anglia)

  • John Nadeau

    (Nipissing University)

  • Fiona Lettice

    (University of East Anglia)

  • Ming Lim

    (University of Liverpool)

  • Suwaid al Shamaisi

    (Port of Sohar)

Abstract

This paper analyses seaports’ brand personalities as a means of understanding similarities and differences of these important locations and their relationship with their host place image. Drawing upon Aaker’s (J Mark Res 34:347–356, 1997) brand personality construct, the study presents lexical analysis from the websites of nine seaports in the Middle East. Each seaport’s website is content analysed, and the brand personality is measured using Aaker’s (1997) framework and Opoku’s (Licentiate Thesis, Lulea University of Technology, ISSN, 1402-1757, 2005) dictionary of synonyms. Findings show that seaports have developed a level of isomorphism upon particular dimensions of brand image; however, the findings also show the most distinctive seaports were linking their seaport to their place brand. In particular, the findings show only the Port of Jebel Ali has a clear and distinctive brand personality and to a lesser extent the Ports of Sohar, Shahid Rajee and Khor Fakkan. The research has important management implications of branding for public diplomacy and demonstrates seaport brand positioning in relation to place branding, used to inform public communication and marketing.

Suggested Citation

  • Richard Rutter & John Nadeau & Fiona Lettice & Ming Lim & Suwaid al Shamaisi, 2018. "Place branding of seaports in the Middle East," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(3), pages 197-212, August.
    • Handle: RePEc:pal:pbapdi:v:14:y:2018:i:3:d:10.1057_s41254-017-0072-8
    DOI: 10.1057/s41254-017-0072-8
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    References listed on IDEAS

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    1. Khalid Bichou & Richard Gray, 2004. "A logistics and supply chain management approach to port performance measurement," Maritime Policy & Management, Taylor & Francis Journals, vol. 31(1), pages 47-67, January.
    2. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2009. "Antecedents of residents' city brand attitudes," Journal of Business Research, Elsevier, vol. 62(3), pages 362-367, March.
    3. Richard Rutter & Fiona Lettice & John Nadeau, 2017. "Brand personality in higher education: anthropomorphized university marketing communications," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 19-39, January.
    4. Pablo Coto-Millán & Miguel Angel Pesquera & Juan Castanedo (ed.), 2010. "Essays on Port Economics," Contributions to Economics, Springer, number 978-3-7908-2425-4, September.
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    6. Stephen Cahoon, 2007. "Marketing communications for seaports: a matter of survival and growth," Maritime Policy & Management, Taylor & Francis Journals, vol. 34(2), pages 151-168, April.
    7. Kaveh Peighambari & Setayesh Sattari & Tim Foster & Åsa Wallström, 2016. "Two tales of one city: Image versus identity," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(4), pages 314-328, November.
    8. Fernando González Laxe, 2010. "Port Marketing Strategies and the Challenges of Maritime Globalization," Contributions to Economics, in: Pablo Coto-Millán & Miguel Angel Pesquera & Juan Castanedo (ed.), Essays on Port Economics, pages 5-18, Springer.
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