Focus on Destination Brand Attachment - the Perspectives and Implications

• Autorzy: Magdalena Florek

Warianty tytułu

Koncentracja na przywiązaniu do marek docelowych - perspektywy i implikacje

• Języki publikacji: EN

Abstrakty

EN

The aim of the paper is to analyse different perspectives of place brand attachment derived from marketing, psychology, and brand equity in order to fully understand the meaning and role attachment plays in place branding. The author conducts a systematic review of the possible perspectives of place attachment together with the methodological approaches and findings of respective researches. The presented research results suggest that place attachment should be understood from several angles as each adds important insight into the subject. In addition, attachment best reflects destination brand equity and it is its most important source. Therefore, destination managers should devote more attention to brand attachment, applying to this end relevant strategies and tools. (original abstract)

Celem artykułu jest analiza różnych perspektyw przywiązania do marki miejsca pochodzących z marketingu, psychologii i wartości marki, by w pełni zrozumieć znaczenie i rolę, jaką przywiązanie odgrywa w marketingu miejsc. Autorka przeprowadza systematyczny przegląd możliwych perspektyw przywiązania do miejsc wraz z podejściami metodologicznymi i wynikami poszczególnych badań. Prezentowane wyniki badań sugerują, że przywiązanie do miejsca należy rozpatrywać z kilku punktów widzenia, jako że każdy wnosi istotny wgląd w ten temat. Ponadto, przywiązanie najlepiej odzwierciedla wartość marki miejsca przeznaczenia i stanowi jej najważniejsze źródło. A zatem menadżerowie zajmujący się marketingiem miejsc powinni poświęcać więcej uwagi przywiązaniu do miejsc, stosując do tego odpowiednie strategie i narzędzia. (abstrakt oryginalny)

Słowa kluczowe

EN

Territorial marketing; Brand value; Brand positioning; Consumer psychology; Brand attachment

PL

Marketing terytorialny; Wartość marki; Pozycjonowanie marki; Psychologia konsumenta; Przywiązanie do marki

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 4 tom 2
• Strony: 5--16

Twórcy

autor

Magdalena Florek

• Uniwersytet Ekonomiczny w Poznaniu

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