The importance of diverse stakeholders in place branding: The case of “<i>I feel Slovenia</i>”

Ruzzier, Maja Konečnik; Petek, Nusa

doi:10.1080/13032917.2011.653631

Cited by 17 publications

(21 citation statements)

References 20 publications

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“…A community-based branding approach should encourage greater commitment of people to be part of the branding process and to truly live the brand in daily life. The "I feel Slovenia" brand focuses on the theme of nature and natural concepts [74,76].…”

Section: Research Context Descriptionmentioning

confidence: 99%

Transition towards Sustainability: Adoption of Eco-Products among Consumers

Hojnik

Ruzzier

2019

Sustainability

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Transition to sustainability is a long-term challenge which should also actively engage consumers, as consumption causes environmental stress. In order to understand how consumers adopt eco-products, we conducted an extensive literature review of green consumerism and presented findings of 47 previous research works. In addition, this study’s aim was to explore whether consumers remain only concerned about the environment or whether they actually make a difference. Moreover, we examined gender differences. Because the relationship between consumers’ environmental concern and purchase intention is not straightforward, we aimed to explore the effect of consumers’ environmental concern on their purchase intention. The purpose of this paper was to explore how consumers’ familiarity with and consciousness of eco-products and their perceived sense of environmental responsibility mediate the relationship between consumers’ environmental concern and their purchase intention. We used structural equation modeling to test the proposed conceptual model based on a sample of 705 Slovenian consumers. Our findings suggest that all the above-mentioned constructs mediate the relationship between consumers’ environmental concern and their purchase intention in relation to eco-products. However, consumers’ consciousness of eco-products has the greatest effect in channeling environmental concern into purchase intention of eco-products. In addition, the findings indicate that female consumers express greater environmental concern, consciousness of eco-products, and perceived environmental responsibility than male consumers. The paper concludes with policy and managerial implications, theoretical implications, limitations of the study, and future research directions based on the findings of consumers’ perspectives.

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Section: Research Context Descriptionmentioning

confidence: 99%

Transition towards Sustainability: Adoption of Eco-Products among Consumers

Hojnik

Ruzzier

2019

Sustainability

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“…In light of the aforementioned social/cultural difficulty, the perceived identity of residents within a brand representation is a critical issue [36]. This aspect can be simply explained by assuming that the brand projects not just the city to the outside world, but also its inhabitants.…”

Section: The Role Of a Brand For A Smaller City's Developmentmentioning

confidence: 99%

Sustainable City Development by Tourism Over Cross-Sectoral Industries: A Case Study in Central Sweden

Schmudde

2019

WIT Transactions on Ecology and the Environment

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The purpose of this paper was to study how sustainable development occurs in a smaller Swedish city through tourism. This study was designed as a qualitative single case study of a smaller city (Östersund) situated in the northern part of central Sweden. Data were collected from semi-structured interviews with regional destination management organisations (DMOs), infrastructure managers, and real estate managers for shopping areas, as well as growth and development managers for the municipality and business entrepreneurs. Data were also collected from secondary sources such as the internet and publications. The results of the study show that different stakeholders play various roles in sustainable development for Östersund. Such development is highly dependent on tourism, mainly summer tourism and events. The famous events have been important in building the brand of the city, and tourists know the area because of them. The conclusions are that sustainable city development needs stakeholders who collaborate or even cooperate across sectors, and particularly those who see their potential crosssectorally. It is not just the tourism industry that contributes to tourism development; shopping and creative business entrepreneurs are vital for the city as well. Sustainable development is also important not just for the tourists but also for the inhabitants of the city. The inhabitants' pride and satisfaction in their city and their word-of-mouth recommendations are the key drivers for the brand of the city, which contributes to its sustainable development.

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“…Therefore, destination managers must not only assess the brand perceptions for tourists but also of other stakeholders (Campelo, Aitken, Thyne, & Gnoth, ; Jeuring & Haartsen, ; Sartori, Mottironi, & Antonioli Corigliano, ). The largest and most fruitful one among these stakeholders is commonly believed to be the residents of a destination (Kavaratzis, ), due to their potential brand engagement (e.g., Kalandides, ; Merrilees, Miller, Herington, & Smith, ; Pike & Scott, ), participation (e.g., Propst & Jeong, ), enhancement (e.g., Dinnie & Fola, ; Freire, ), rejuvenation (Wagner, Peters, & Schuckert, ), and a range of other positive brand‐related behavior (e.g., Chen & Dwyer, ; Choo & Park, ; Konečnik Ruzzier & Petek, ). However, the motivation driving residents to support a destination brand remains unclear and under‐researched (Braun, Kavaratzis, & Zenker, ; Zenker, Braun, & Petersen, ).…”

Section: Introductionmentioning

confidence: 99%

“…In light of the aforementioned socio‐cultural complexities, the perceived identity of residents within a brand representation is a critical issue (Konečnik Ruzzier & Petek, ). In other words, destination brands project both the place and its inhabitants to the outside world, and because of this, they can influence associated perceptions, such as stereotypes (Eshuis & Edwards, ; Kalandides, ).…”

Section: Introductionmentioning

confidence: 99%

“…The present study uses self‐congruity theory in three ways: (a) to conceptualize the relationship between residents and destination brands; (b) to test the relationship between brand self‐congruity and brand attitude among residents; and (c) to test the relationship between brand self‐congruity and brand ambassadorial behavior (BAB) among residents. An improved understanding of brand identity congruity among residents may enable the limiting of public resistance to branding campaigns, avoid damaging resident counter‐branding activities (Eshuis & Edwards, ), and increase the support of residents for brand development and promotion, finally transforming them into brand ambassadors (Konečnik Ruzzier & Petek, ).…”

Section: Introductionmentioning

confidence: 99%

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Identity and destination branding among residents: How does brand self‐congruity influence brand attitude and ambassadorial behavior?

Wassler

Wang

Hung

2019

Journal of Tourism Research

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Residents of a particular destination are potentially the largest and most powerful stakeholders of destination brands. However, the basis of residents' attitudes toward destination branding is not widely understood. In this study, it is proposed that selfcongruity (the degree of match between the perceived self and perceived brand identity) is a possible antecedent of these attitudes. We empirically demonstrate that brand self-congruity is a likely indicator of destination brand attitude and that subsequent ambassadorial behavior among residents is probable. Implications for practitioners and future research opportunities are finally suggested.

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The importance of diverse stakeholders in place branding: The case of “I feel Slovenia”

Cited by 17 publications

References 20 publications

Transition towards Sustainability: Adoption of Eco-Products among Consumers

Transition towards Sustainability: Adoption of Eco-Products among Consumers

Sustainable City Development by Tourism Over Cross-Sectoral Industries: A Case Study in Central Sweden

Identity and destination branding among residents: How does brand self‐congruity influence brand attitude and ambassadorial behavior?

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