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Explore Your Destination Brand By "Exploring Your Senses"

In: Marketing And Management Sciences

Author

Listed:
  • ELEFTHERIA KAMPA

    (Athens University of Economics and Business, Greece)

  • IRINI D. RIGOPOULOU

    (Athens University of Economics and Business, Greece)

Abstract

Recent marketing research has pointed at the extreme importance of fundamental branding concepts and issues for destination branding. However, despite its potential, the advertising slogans, as well as the conotations deriving from their use, have not been explored widely in this context. This paper considers the role of the slogan in destination brand building and identifies various antecedents impacting on the effectiveness of the advertising slogan of the destination and consequentially on the related advertising strategy effectiveness. In parallel, the Brand Personality scale is successfully utilized in the context of destination branding.

Suggested Citation

  • Eleftheria Kampa & Irini D. Rigopoulou, 2010. "Explore Your Destination Brand By "Exploring Your Senses"," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 54, pages 309-313, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0054
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    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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