IDEAS home Printed from https://ideas.repec.org/a/pal/pbapdi/v14y2018i4d10.1057_s41254-018-0096-8.html
   My bibliography  Save this article

Post-place branding as nomadic experiencing

Author

Listed:
  • George Rossolatos

    (Kassel University)

Abstract

This paper introduces post-place branding in the context of the post-representationalist turn in marketing research by drawing on Deleuze and Guattari’s (A thousand plateaus: capitalism and schizophrenia, University of Minnesota Press, Minneapolis, 1987) theory of nomadology. By engaging critically with fundamental concepts in the place and destination branding literature, post-place branding offers an alternative perspective to entrenched definitions of subjectivity, place, and event experiencing, by effecting a paradigmatic shift from processing monad to nomad, from event as symbolic structure to micro-events, from pre-constituted place to spacing in the process of de- and reterritorializations. Post-place branding is illustrated by re-imagining the brand architectural components of the experiential events of 70,000 Tons of Metal and The Boiler Room. The analysis culminates in a metaphorical modeling exercise that draws nomadological guidelines for brandcomms’ message strategy.

Suggested Citation

  • George Rossolatos, 2018. "Post-place branding as nomadic experiencing," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 285-304, November.
    • Handle: RePEc:pal:pbapdi:v:14:y:2018:i:4:d:10.1057_s41254-018-0096-8
    DOI: 10.1057/s41254-018-0096-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41254-018-0096-8
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41254-018-0096-8?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. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    3. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    4. Mihalis Kavaratzis & Ares Kalandides, 2015. "Rethinking the place brand: the interactive formation of place brands and the role of participatory place branding," Environment and Planning A, , vol. 47(6), pages 1368-1382, June.
    5. Adriana Campelo, 2015. "Rethinking Sense of Place: Sense of One and Sense of Many," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 51-60, Springer.
    6. Joonas Rokka & Robin Canniford, 2016. "Heterotopian selfies : How social media destabilizes brand assemblages," Post-Print hal-02313408, HAL.
    7. Graham Hankinson, 2015. "Rethinking the Place Branding Construct," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 13-31, Springer.
    8. Teemu Moilanen & Seppo Rainisto, 2009. "How to Brand Nations, Cities and Destinations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-58459-4, October.
    9. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    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. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.

    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. Monica Fait & Antonio Iazzi & Paola Scorrano, 2014. "La brand experience nelle strategie commerciali delle imprese vitivinicole," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2014(2), pages 285-304.
    2. Gwarlann de Kerviler & Carlos Rodriguez, 2019. "Luxury brand experiences and relationship quality for Millennials: The role of self-expansion," Post-Print hal-02114441, HAL.
    3. Agapito, Dora & Valle, Patrícia & Mendes, Júlio, 2014. "The sensory dimension of tourist experiences: Capturing meaningful sensory-informed themes in Southwest Portugal," Tourism Management, Elsevier, vol. 42(C), pages 224-237.
    4. Kacprzak, Agnieszka & Dziewanowska, Katarzyna, 2019. "Investigating the influence of consumer socio-demographic characteristics on the preferred type of consumption experience," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 24(4), pages 513-544.
    5. Jinfeng (Jenny) Jiao & Fang‐Chi Lu & Nuoya Chen, 2022. "Deriving happiness through extraordinary or ordinary brand experiences in times of COVID‐19 threat," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1392-1419, September.
    6. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    7. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    8. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    9. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    10. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    11. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    12. Joy, Annamma & Wang, Jeff Jianfeng & Orazi, Davide C. & Yoon, Seyee & LaTour, Kathryn & Peña, Camilo, 2023. "Co-creating affective atmospheres in retail experience," Journal of Retailing, Elsevier, vol. 99(2), pages 297-317.
    13. Imran Khan & Mobin Fatma, 2022. "Using Netnography to Understand Customer Experience towards Hotel Brands," Sustainability, MDPI, vol. 15(1), pages 1-11, December.
    14. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
    15. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    16. Boyaval, Marine & Herbert, Maud, 2018. "One for all and all for one? The bliss and torment in communal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 412-422.
    17. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    18. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    19. Aleksandrina Atanasova, 2021. "Re-examining utopia in contemporary consumption: conceptualization and implications for marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 23-39, June.
    20. de Kerviler, Gwarlann & Rodriguez, Carlos M., 2019. "Luxury brand experiences and relationship quality for Millennials: The role of self-expansion," Journal of Business Research, Elsevier, vol. 102(C), pages 250-262.

    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:pal:pbapdi:v:14:y:2018:i:4:d:10.1057_s41254-018-0096-8. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    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.