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Region brand legitimacy: towards a participatory approach involving residents of a place

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  • Emeline Martin
  • Sonia Capelli

Abstract

Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.

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  • Emeline Martin & Sonia Capelli, 2017. "Region brand legitimacy: towards a participatory approach involving residents of a place," Public Management Review, Taylor & Francis Journals, vol. 19(6), pages 820-844, July.
    • Handle: RePEc:taf:rpxmxx:v:19:y:2017:i:6:p:820-844
    DOI: 10.1080/14719037.2016.1210908
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    Cited by:

    1. Ioana S. Stoica & Mihalis Kavaratzis & Christina Schwabenland & Markus Haag, 2021. "Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, December.
    2. Beatriz Casais & Patrícia Monteiro, 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 229-237, December.
    3. Barbora Gulisova, 2021. "Rural place branding processes: a meta-synthesis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 368-381, December.
    4. Lisa Källström & Per Siljeklint, 2021. "“My green heart”: an inclusive place branding process facilitated by Design Thinking," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 278-291, September.

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