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

Master's thesis

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

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

Keywords

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

Keywords

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

Language used: English

Date on which the thesis was submitted / produced: 24. 8. 2022

Thesis defence

• Date of defence: 15. 9. 2022
• Supervisor: Markéta Dianová
• Reader: Jan Hanzlík

Vysoká škola ekonomická v Praze

Master programme:
Management