Place Branding, an application to Sardinia. What is the perception of the brand and what is the difference between internal and external stakeholders?

Gian Mario Battaglia

Diplomová práce

Anotace:

This research aims at drawing an extensive literature review of Place Branding, focusing on the relationship between Place Identity and Place Branding, which results in participatory place branding. Then, applying previous studies about Place Brand Personality this study measures the perception that internal and external stakeholders have of Sardinia. A scale developed by Kim et. Al (2013) has been used to measure it, based on five personality dimensions: Leadership, Excitement, Sophistication, Tradition, Peacefulness. A survey distributed to 200 Sardinians and 202 non-Sardinians. The results showed positive scores in Excitement, Peacefulness, and Tradition; tending to neutral as for Sophistication; negative in Leadership. There are statistical differences between the perception of the two groups, but they do not present contrasting views. Overall, the research presents the region as a place perceived mostly as touristic, as not attractive for investment, and somewhat attractive as a place of origin (export) and as a place to live

Abstract:

This research aims at drawing an extensive literature review of Place Branding, focusing on the relationship between Place Identity and Place Branding, which results in participatory place branding. Then, applying previous studies about Place Brand Personality this study measures the perception that internal and external stakeholders have of Sardinia. A scale developed by Kim et. Al (2013) has been used to measure it, based on five personality dimensions: Leadership, Excitement, Sophistication, Tradition, Peacefulness. A survey distributed to 200 Sardinians and 202 non-Sardinians. The results showed positive scores in Excitement, Peacefulness, and Tradition; tending to neutral as for Sophistication; negative in Leadership. There are statistical differences between the perception of the two groups, but they do not present contrasting views. Overall, the research presents the region as a place perceived mostly as touristic, as not attractive for investment, and somewhat attractive as a place of origin (export) and as a place to live

Klíčová slova

Participatory Place Branding, Place Brand Personality, Place Branding, Place Identity, Sardinia

Keywords

Participatory Place Branding, Place Identity, Sardinia, Place Brand Personality, Place Branding

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 24. 8. 2022

Obhajoba závěrečné práce

• Obhajoba proběhla 15. 9. 2022
• Vedoucí: Markéta Dianová
• Oponent: Jan Hanzlík

Vysoká škola ekonomická v Praze

Magisterský studijní program:
Management