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

doi:10.1111/puar.13776

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

Governance and Pluralism

Research output: Contribution to journal › Article › Academic › peer-review

7 Citations (Scopus)

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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 language	English
Number of pages	15
Journal	Public Administration Review
Early online date	13 Nov 2023
DOIs	https://doi.org/10.1111/puar.13776
Publication status	E-pub ahead of print - 13 Nov 2023

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

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Public Administration Review - 2023 - Ripoll Gonz lez - Does participation predict support for place brands-PARFinal published version, 557 KBLicence: CC BY-NC

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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",

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

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