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

Author

Listed:
  • Emeline Martin

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

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.

Suggested Citation

  • Emeline Martin & Sonia Capelli, 2017. "Region brand legitimacy: towards a participatory approach involving residents of a place," Post-Print hal-01388963, HAL.
    • Handle: RePEc:hal:journl:hal-01388963
    DOI: 10.1080/14719037.2016.1210908
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    Cited by:

    1. 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.
    2. Barbora Gulisova, 2021. "Rural place branding processes: a meta-synthesis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 368-381, December.

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