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Determinants of stakeholder participation in a place marketing approach: the case of a French place brand
[Les déterminants de la participation des parties prenantes à une démarche de marketing territorial : le cas d’une marque de territoire française]

Author

Listed:
  • Cédrine Zumbo-Lebrument

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

  • Norbert Lebrument

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

Abstract

The objective of this paper is to highlight and estimate determinants of stakeholder participa-tion in the territorial marketing approch for a place brand. Based on the content analysis of 25 interviews, validation of two structural equation models was performed. The results confirm that attachment to the place brand has a positive influence on stakeholder participation. Similarly, place brand attachment is positively influenced by ta feeling of regional belonging, or-ganizational commitment and satisfaction with the association supporting the brand.

Suggested Citation

  • Cédrine Zumbo-Lebrument & Norbert Lebrument, 2020. "Determinants of stakeholder participation in a place marketing approach: the case of a French place brand [Les déterminants de la participation des parties prenantes à une démarche de marketing ter," Post-Print hal-02370765, HAL.
    • Handle: RePEc:hal:journl:hal-02370765
    DOI: 10.7202/1072628ar
    Note: View the original document on HAL open archive server: https://uca.hal.science/hal-02370765
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    Cited by:

    1. LEBRUMENT, Norbert & ZUMBO-LEBRUMENT, Cédrine & ROCHETTE, Corinne & ROULET, Thomas J., 2021. "Triggering participation in smart cities: Political efficacy, public administration satisfaction and sense of belonging as drivers of citizens’ intention," Technological Forecasting and Social Change, Elsevier, vol. 171(C).

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