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Czasopismo

2018 | 64 | 4 t.2 |

Tytuł artykułu

Focus on destination brand attachment - the perspectives and implications

Autorzy

Warianty tytułu

PL
Koncentracja na przywiązaniu do marek docelowych - perspektywy i implikacje
RU
Sosredotochenie vnimanija na privjazannosti k brendu mesta - perspektivy i implikacii

Języki publikacji

EN

Abstrakty

EN
The aim of the paper is to analyse different perspectives of place brand attachment derived from marketing, psychology, and brand equity in order to fully understand the meaning and role attachment plays in place branding. The author conducts a systematic review of the possible perspectives of place attachment together with the methodological approaches and findings of respective researches. The presented research results suggest that place attachment should be understood from several angles as each adds important insight into the subject. In addition, attachment best reflects destination brand equity and it is its most important source. Therefore, destination managers should devote more attention to brand attachment, applying to this end relevant strategies and tools.
PL
Celem artykułu jest analiza różnych perspektyw przywiązania do marki miejsca pochodzących z marketingu, psychologii i wartości marki, by w pełni zrozumieć znaczenie i rolę, jaką przywiązanie odgrywa w marketingu miejsc. Autorka przeprowadza systematyczny przegląd możliwych perspektyw przywiązania do miejsc wraz z podejściami metodologicznymi i wynikami poszczególnych badań. Prezentowane wyniki badań sugerują, że przywiązanie do miejsca należy rozpatrywać z kilku punktów widzenia, jako że każdy wnosi istotny wgląd w ten temat. Ponadto, przywiązanie najlepiej odzwierciedla wartość marki miejsca przeznaczenia i stanowi jej najważniejsze źródło. A zatem menadżerowie zajmujący się marketingiem miejsc powinni poświęcać więcej uwagi przywiązaniu do miejsc, stosując do tego odpowiednie strategie i narzędzia.
RU
Цель статьи - провести анализ разных перспектив привязанности к бренду места, почерпнутых из маркетинга, психологии и теории ценности торговой марки, чтобы вполне понять значение и роль, какие играет привязанность к торговой марке в брендинге места. Автор проводит систематический обзор возможных перспектив привязанности к месту наряду с методическими подходами и результатами отдельных исследований. Представляемые результаты изучения указывают, что привязанность к месту должна рассматриваться с разных точек зрения, так как каждая из них вносит существенный вклад в обсуждение проблемы. Кроме того, привязанность лучше всего отражает ценность места торговой марки и представляет собой самый важный источник. Следовательно, менеджеры по маркетингу места должны отводить больше внимания привязанности к торговой марке, применяя для этого соответствующие стратегии и инструменты.

Słowa kluczowe

Wydawca

-

Czasopismo

Rocznik

Tom

64

Numer

Opis fizyczny

p.5-16,ref.

Twórcy

autor
  • Poznan University of Economics and Business, Poznan, Poland

Bibliografia

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Typ dokumentu

Bibliografia

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Identyfikator YADDA

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