KOREASCHOLAR

IS HOKKAIDO “EXPANDING HORIZON”? SEEKING A TRIADIC RELATIONSHIP OF PLACE BRANDING, DESTINATION PRODUCT BRANDING, AND SOUVENIR BRAND PERSONALITY IN REGIONAL BRANDING

Sussan F., Hori A., Nakagawa H.
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/355356
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.1628-1635
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Using Service Dominant Logic (SDL) to place marketing research, this paper conceptualizes and empirically tests the triadic relationship of place branding, souvenir branding, and consumers‟ perceptions of souvenir brands. We propose place branding to be the dominant strategy that encompasses destination product branding and brand personalities of such brands.

Keyword
Table Content
ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW
  Service Dominant Logic in Place Branding and Tourism
  Place Branding and Tourism Place Branding
  Destination Souvenir Branding
  Brand Personality in Place Branding and Souvenir Branding
 CONCEPTUAL FRAMEWORK
 DATA
 RESULTS
 DISCUSSION
 CONCLUSION
Author
  • Sussan F.(Akita International University)
  • Hori A.(Akita International University)
  • Nakagawa H.(Akita International University) Corresponding Author