Development of a cross-border regional brand management model: an analysis of its applicability in the Brazil–Argentina and Italy–Austria bordering localities
Caroline Krüger,
Marina Lourenção,
Fábio Henrique Correa Bogado Guimarães
et al.
Abstract:Purpose
This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the Brazil–Argentina and Italy–Austria cross-border regions comprising several cities.
Design/methodology/approach
A systematic literature review was conducted to obtain a theoretical basis and select elements for creating the cross-border regional brand management (CRBM) model. To apply the model, in-depth interviews were conducted wit… Show more
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