논문 상세보기
IS HOKKAIDO “EXPANDING HORIZON”? SEEKING A TRIADIC RELATIONSHIP OF PLACE BRANDING, DESTINATION PRODUCT BRANDING, AND SOUVENIR BRAND PERSONALITY IN REGIONAL BRANDING
2018 Global Marketing Conference at Tokyo (2018.07)
pp.1628-1635
pp.1628-1635
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
초록
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.
목차
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
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
저자
