Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior

Laura Ripoll Gonzalez*, Erik Hans Klijn, Jasper Eshuis, E (Erik) Braun

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

7 Citations (Scopus)
23 Downloads (Pure)

Abstract

This article studies in how far participation of stakeholders enhances their active support for place brands, conceptualized in this study as Brand Citizenship Behavior (BCB). Combining insights from governance and branding theory this article uses survey data (N = 162) among stakeholders involved in branding processes of two Dutch regions. The analysis shows that more intense participation in the development of the brand is related to more BCB. Beyond participation, perceived value of the brand for stakeholders and degree of place identity (identification with place) also positively relate to brand citizenship behavior. The findings not only confirm the importance of participation in achieving support for public brands, but also provide insight into the role of affective factors (identification) and interest-based factors (value of the brand for the stakeholder) on BCB
Original languageEnglish
Number of pages15
JournalPublic Administration Review
Early online date13 Nov 2023
DOIs
Publication statusE-pub ahead of print - 13 Nov 2023

Bibliographical note

Publisher Copyright:
© 2023 The Authors. Public Administration Review published by Wiley Periodicals LLC on behalf of American Society for Public Administration.

Research programs

  • ESSB PA

Fingerprint

Dive into the research topics of 'Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior'. Together they form a unique fingerprint.

Cite this