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Case The Netherlands: Perceived Image Research

In: Place Branding

Author

Listed:
  • Robert Govers
  • Frank Go

Abstract

As discussed in great detail in Part 1 and here in Part 4, a strong place image means perceived superior customer value and consequently positively influences buying behaviour (Tapachai and Waryszak 2000). Therefore, we wanted to identify whether, regardless of places’ unique features and holistic auras, the common attribute-based approach would be able to measure the effectiveness of place brand marketing efforts aimed at (re)positioning place image among different groups with different levels of product familiarity. If that were found to be the case, the problem of measuring consumer evaluations of place images, be it on- or offline, would be fairly limited. Therefore, arising from this discussion, the following theoretical assumptions needed to be confirmed in this case research: Traditional quantitative attribute based place image research can be used to identify the content of perceived images and subsequently determine effectiveness of place brand marketing; It is possible to rate place brand images based on attribute based research.

Suggested Citation

  • Robert Govers & Frank Go, 2009. "Case The Netherlands: Perceived Image Research," Palgrave Macmillan Books, in: Place Branding, chapter 0, pages 194-207, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-24702-4_12
    DOI: 10.1007/978-0-230-24702-4_12
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