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Paper: eres2012_198
| Paper title: | Places and their distinctive personalities: A multi-stakeholder approach |
| Authors: | Deborah S. Levy, Christina K.C. Lee |
| 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. |
| Type: | normal paper |
| Year of publication: | 2012 |
| Series: | ERES:conference |
| Download paper: | |
| Citation: | Deborah S. Levy, Christina K.C. Lee (2012). Places and their distinctive personalities: A multi-stakeholder approach. 19th Annual European Real Estate Society Conference in Edinburgh, Scotland, http://itc.scix.net/paper/eres2012_198 |
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W78
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