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Paper eres2012_198:
Places and their distinctive personalities: A multi-stakeholder approach

id eres2012_198
authors Deborah S. Levy, Christina K.C. Lee
year 2012
title Places and their distinctive personalities: A multi-stakeholder approach
source 19th Annual European Real Estate Society Conference in Edinburgh, Scotland
summary Branding is an important aspect in marketing because consumers are attracted to brands with values which are congruent to their own values. It is the “unique added values” of a place brand that give places their distinctive personalities. These values are derived from all aspects of the environment, and will function as a brand regardless of whether or not it is managed as a brand. Place brand meaning also gives residents a sense of identity within society. Skinner and Kubacki (2007) suggests that “there is a growing body of research which identifies the need to investigate brand from a multi-stakeholder perspective”. In this study, we examine the elements which communicate a place brand from the perspective of residents and estate agents located in two affluent residential areas located close to Auckland’s CBD. A telephone survey of 561 residents from these two suburbs in addition to a content analysis of 2968 E-advertisements and interviews with estate agents provide the data to examine the residents’ and estate agents perception of the personality of their suburb.
series ERES:conference
type normal paper
email d.levy@auckland.ac.nz
discussion No discussions. Post discussion ...
ratings
session Parallel Session H3
last changed 2014/10/21 21:51
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