Whose Opinion Matters? Community Stakeholders’ Perceptions of Legitimacy and Engagement in Branding Northamptonshire

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dc.contributor.authorBisani, Shalini
dc.contributor.authorDaye, Marcella
dc.contributor.authorMortimer, Kathleen
dc.date.accessioned2024-06-18T13:19:11Z
dc.date.available2024-06-18T13:19:11Z
dc.date.issued2023-07-06
dc.description.abstractThis paper views place branding as a stakeholder-led strategy for creating a distinctive identity and narrative for places to gain recognition and competitive advantage. Residents and voluntary organisations are integral stakeholders and co-producers of a place; however, they are often relegated to consumers of the place brand. This paper explores how community stakeholders perceive their engagement in place branding, which ultimately implicates issues of legitimacy and inclusiveness of socioeconomic and cultural policies.
dc.funderNo external funder
dc.identifier.citationBisani, S., Daye, M., and Mortimer, K. (2023) Whose Opinion Matters? Community Stakeholders’ Perceptions of Legitimacy and Engagement in Branding Northamptonshire. In F. Kerrigan (Ed.), Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham.
dc.identifier.isbn9781399958042
dc.identifier.urihttps://hdl.handle.net/2086/23931
dc.language.isoen
dc.peerreviewedYes
dc.publisherAcademy of Marketing
dc.researchinstituteCentre for Enterprise and Innovation (CEI)
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectplace branding
dc.subjectcollaborative governance
dc.subjectstakeholder roles
dc.titleWhose Opinion Matters? Community Stakeholders’ Perceptions of Legitimacy and Engagement in Branding Northamptonshire
dc.typeConference

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