Estimating stakeholder-based place brand equity: one place, multiple perspectives
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/21102 |
Resumo: | Purpose: This study’s objective is to develop and test a stakeholder-based place brand equity (SBPBE) measure on the perspective of multiple stakeholders. Methodology/Approach: SBPBE is estimated through CB-SEM, using MANOVA to compare the differences and similarities between those who have different interests and behaviors towards the place. Results were based on a survey conducted with the stakeholders of Vale dos Vinhedos, a wine region in Southern Brazil.Findings: In this place brand equity model, brand loyalty had the greatest effect on place brand equity, followed by perceived value and then brand awareness, that had a negative effect. Stakeholder groups were distinguished based on interest and behavior (frequency of visit and proximity). There was a significant difference in all SBPBE dimensions when comparing the ones with high frequency of visit with the ones with low frequency. In contrast, there were limitations in the SBPBE differentiation among other two grouping approaches.Theoretical / methodological contributions: There is a predominance of the use of subjective criteria to group stakeholders in previous literature, that limits the performance of comparative studies between different groups and places. This gap is addressed with the development of a framework that considers behavior to form independent groups of stakeholders: community, locals, and tourists.Relevance / originality: The results support a model proposition to evaluate the perspective of multiple stakeholders on place brand equity based on behavioral data. |
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Estimating stakeholder-based place brand equity: one place, multiple perspectivesEstimando o valor da marca de lugar baseada no stakeholder: um lugar, múltiplas perspectivasBranding; Place Brand equity; Stakeholder-based Place brand equity; Stakeholders; Regional brands.Marca de lugar; Valor de marca de lugar; Valor de marca de lugar baseado no stakeholder; Stakeholders; Marcas regionaisPurpose: This study’s objective is to develop and test a stakeholder-based place brand equity (SBPBE) measure on the perspective of multiple stakeholders. Methodology/Approach: SBPBE is estimated through CB-SEM, using MANOVA to compare the differences and similarities between those who have different interests and behaviors towards the place. Results were based on a survey conducted with the stakeholders of Vale dos Vinhedos, a wine region in Southern Brazil.Findings: In this place brand equity model, brand loyalty had the greatest effect on place brand equity, followed by perceived value and then brand awareness, that had a negative effect. Stakeholder groups were distinguished based on interest and behavior (frequency of visit and proximity). There was a significant difference in all SBPBE dimensions when comparing the ones with high frequency of visit with the ones with low frequency. In contrast, there were limitations in the SBPBE differentiation among other two grouping approaches.Theoretical / methodological contributions: There is a predominance of the use of subjective criteria to group stakeholders in previous literature, that limits the performance of comparative studies between different groups and places. This gap is addressed with the development of a framework that considers behavior to form independent groups of stakeholders: community, locals, and tourists.Relevance / originality: The results support a model proposition to evaluate the perspective of multiple stakeholders on place brand equity based on behavioral data. Objetivo: O objetivo desse estudo é desenvolver e testar uma medida de valor de marca de lugar baseada na perspectiva de múltiplos stakeholders.Metodologia/Abordagem: O valor de marca de lugar baseado no stakeholder é estimado por meio de CB-SEM, usando MANOVA para comparar as diferenças e similaridades entre aqueles que têm diferentes interesses e comportamentos em relação ao lugar. Os resultados são baseados em pesquisa conduzida com stakeholders do Vale dos Vinhedos, região vinícola do sul do Brasil.Resultados: A lealdade teve o maior efeito no valor da marca, seguida pelo valor percebido e pela consciência de marca, a qual apresentou um efeito negativo. Os grupos de stakeholders foram distinguidos baseados em interesse e comportamento (frequência de visita e proximidade). Houve diferenças significativas em todas as dimensões do valor da marca quando comparado o grupo com alta frequência de visita em relação àqueles com baixa frequência. Por outro lado, houve limitações na diferenciação do valor da marca nas outras duas abordagens de agrupamento.Contribuições teóricas / metodológicas: Há uma predominância, na literatura especializada, do uso de critérios subjetivos para agrupar stakeholders, o que limita a realização de estudos comparativos entre diferentes grupos e lugares. Esta limitação é endereçada com o desenvolvimento de uma medida que considera comportamento para formar grupos independentes de stakeholders: comunidade, locais e turistas.Relevância / originalidade: Os resultados embasam a proposição de uma medida para avaliar a perspectiva de múltiplos stakeholders sobre o valor de marca de lugar baseado em dados comportamentais.Universidade Nove de Julho - UninoveGelain da Cunha, SofiaBins Luce, FernandoRovedder de Oliveira, Marta Olivia2022-01-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2110210.5585/remark.v21i1.21102ReMark - Revista Brasileira de Marketing; v. 21, n. 1 (2022): Special Issue "Which place?" The Future Pathways of Place Branding; 208-2312177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/21102/9459Direitos autorais 2022 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-02-01T12:06:27Zoai:https://periodicos.uninove.br:article/21102Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-02-01T12:06:27REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Estimating stakeholder-based place brand equity: one place, multiple perspectives Estimando o valor da marca de lugar baseada no stakeholder: um lugar, múltiplas perspectivas |
title |
Estimating stakeholder-based place brand equity: one place, multiple perspectives |
spellingShingle |
Estimating stakeholder-based place brand equity: one place, multiple perspectives Gelain da Cunha, Sofia Branding; Place Brand equity; Stakeholder-based Place brand equity; Stakeholders; Regional brands. Marca de lugar; Valor de marca de lugar; Valor de marca de lugar baseado no stakeholder; Stakeholders; Marcas regionais |
title_short |
Estimating stakeholder-based place brand equity: one place, multiple perspectives |
title_full |
Estimating stakeholder-based place brand equity: one place, multiple perspectives |
title_fullStr |
Estimating stakeholder-based place brand equity: one place, multiple perspectives |
title_full_unstemmed |
Estimating stakeholder-based place brand equity: one place, multiple perspectives |
title_sort |
Estimating stakeholder-based place brand equity: one place, multiple perspectives |
author |
Gelain da Cunha, Sofia |
author_facet |
Gelain da Cunha, Sofia Bins Luce, Fernando Rovedder de Oliveira, Marta Olivia |
author_role |
author |
author2 |
Bins Luce, Fernando Rovedder de Oliveira, Marta Olivia |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Gelain da Cunha, Sofia Bins Luce, Fernando Rovedder de Oliveira, Marta Olivia |
dc.subject.por.fl_str_mv |
Branding; Place Brand equity; Stakeholder-based Place brand equity; Stakeholders; Regional brands. Marca de lugar; Valor de marca de lugar; Valor de marca de lugar baseado no stakeholder; Stakeholders; Marcas regionais |
topic |
Branding; Place Brand equity; Stakeholder-based Place brand equity; Stakeholders; Regional brands. Marca de lugar; Valor de marca de lugar; Valor de marca de lugar baseado no stakeholder; Stakeholders; Marcas regionais |
description |
Purpose: This study’s objective is to develop and test a stakeholder-based place brand equity (SBPBE) measure on the perspective of multiple stakeholders. Methodology/Approach: SBPBE is estimated through CB-SEM, using MANOVA to compare the differences and similarities between those who have different interests and behaviors towards the place. Results were based on a survey conducted with the stakeholders of Vale dos Vinhedos, a wine region in Southern Brazil.Findings: In this place brand equity model, brand loyalty had the greatest effect on place brand equity, followed by perceived value and then brand awareness, that had a negative effect. Stakeholder groups were distinguished based on interest and behavior (frequency of visit and proximity). There was a significant difference in all SBPBE dimensions when comparing the ones with high frequency of visit with the ones with low frequency. In contrast, there were limitations in the SBPBE differentiation among other two grouping approaches.Theoretical / methodological contributions: There is a predominance of the use of subjective criteria to group stakeholders in previous literature, that limits the performance of comparative studies between different groups and places. This gap is addressed with the development of a framework that considers behavior to form independent groups of stakeholders: community, locals, and tourists.Relevance / originality: The results support a model proposition to evaluate the perspective of multiple stakeholders on place brand equity based on behavioral data. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-31 |
dc.type.none.fl_str_mv |
|
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/21102 10.5585/remark.v21i1.21102 |
url |
https://periodicos.uninove.br/remark/article/view/21102 |
identifier_str_mv |
10.5585/remark.v21i1.21102 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/21102/9459 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2022 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2022 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 21, n. 1 (2022): Special Issue "Which place?" The Future Pathways of Place Branding; 208-231 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642576277504 |