SWS Academic Research eLibrarySocial Sciences & Art

Scholarly record

OPPORTUNITIES AND LIMITATIONS OF ONLINE PLACE BRANDING STRATEGIES IN A CIRCULAR ECONOMY CONTEXT

V. A. Briciu, A. Briciu

First published: 2019https://doi.org/10.5593/SWS.ISCSS.2019.2/S04.028View metrics

Abstract

This study aims to clarify the ways in which the authorities involved in place brand management choose to use new technologies to communicate their online identity, within a broader context, defined by circular economy. We focused on a methodology repository, applying an already validated instrument, which could generate standardized and comparable results, from previous research, addressing the online identity of place brands issue. However, exploring contextualization, which is now mandatory for place brands in the online environment, has imposed a В‘technology transferВ’, a multidisciplinary vision, leading to the integration of more conceptual and methodological frameworks, specific to multiple sectors: circular economy, political communication, corporate marketing and place branding. In order to achieve the research objective, we opted for using a descriptive-explanatory type of research, following a nonprobability sampling technique, having a predefined goal based on a corpus consisting of the official websites of six regional brands. As a quantitative-qualitative alternative, content analysis was chosen as a research method for the communication content, while the work technique consisted of frequency analysis applied to a category/ coding grid. The results have shown that the authorities responsible for the management of place brands do not communicate all of the characteristics of a place brandВ’s identity to the users/ visitors on their official websites; however, these authorities tend to present informing and brand communication elements more frequently than those regarding brand behavior in the online environment, leading to a set of limits specific to web analysis and partially confirming the approached circular economy frameworks, seen as opportunities regarding their implementation on websites.

Publication Impact Profile

PlumX Article Metrics by Elsevier

Publication details

Title
OPPORTUNITIES AND LIMITATIONS OF ONLINE PLACE BRANDING STRATEGIES IN A CIRCULAR ECONOMY CONTEXT
Authors
V. A. Briciu, A. Briciu
Proceedings
6th SWS International Scientific Conference on Social Sciences ISCSS 2019
Publisher
STEF92 Technology
Year
2019
Pages
219-232
SWS Citekey
Briciu20194219232
ISSN
2682-9959
ISBN
978-619-7408-92-8
Language
en
Publication type
Proceedings Paper
Keywords
place brandsonline environmentonline identityWeb 2.0circular economy
References28

  1. Kotler Ph. and Gertner D., Country as brand, product, and beyond: A place marketing and brand management perspective, Brand Management, vol. 9/issue 4-5, 2002, pp. 249-261;

  2. Ghisellini P., Cialani C. and Ulgiati S., A review on circular economy: the expected transition to a balanced interplay of environmental and economic systems, Journal of Cleaner Production, xxx, 2015, pp. 1-22;

  3. Andersen M. S., An introductory note on the environmental economics of the circular economy, Sustain Sci, vol. 2, 2007, pp. 133–140;

  4. Holt D. B., Jack Daniel's America: Iconic brands as ideological parasites and proselytizers, Journal of Consumer Culture, vol. 6/issue 3, 2006, pp. 355-377;

  5. Campelo A., Handbook on Place Branding and Marketing, Edward Elgar Publishing Limited, Cheltenham, Northampton, 2017;

  6. Holt D. B., Toward a Sociology of Branding, Journal of Consumer Culture, vol. 6/issue 3, 2006, pp. 299-302;

  7. Marx K. and Engels F., Collected Works, vol. 23, Political Publishing House, Bucharest, 1966;

  8. Caldwell N. and Freire J. R., The difference between branding a country, a region and a city: Applying the Brand Box Model, Brand Management, vol. 12/issue 1, 2004, pp. 50-61;

  9. Kerr G., From destination brand to location brand, Brand Management, vol. 13/issue 4-5, 2006, pp. 276-283;

  10. Florek M., Insch A. and Gnoth J., City Council websites as a means of place brand identity communication, Place Branding, vol. 2/issue 4, 2006, pp. 276-296;

  11. Zhijun F. and Nailing Y., Putting a circular economy into practice in China, Sustain Sci, vol. 2, 2007, pp. 95–101;

  12. Weetman C., A circular economy handbook for business and supply chains: repair, remake, redesign, rethink, Kogan Page Limited London, New York, 2017;

  13. Geng Y, Fu J., Sarkis J. and Xue B., Towards a national circular economy indicator system in China: an evaluation and critical analysis, Journal of Cleaner Production, vol. 23, 2012, pp. 216-224;

  14. EU, Official Journal of EU, L 312, 19.11.2008, Directive 2008/98/EC of the European Parliament and of the Council of 19 November 2008 on waste and repealing certain directives, http://eur-lex.europa.eu/legalcontent/EN/TXT/?uri=celex%3A32008 L0098, accessed on 20.07.2017;

  15. Lakatos E.-S., CriИ™an O.A., Lakatos D.-G. and Bejan M., The circular economy paradigm. A challenge for the smart city, AGIR Bulletin, vol. 1, 2017, pp. 191-201;

  16. Keller K. L. and Lehmann D. R., Brands and Branding: Research Findings and Future Priorities, Marketing Science, vol. 25/issue 6, 2006, pp. 740-759;

  17. Hanby T., Brands dead or alive, Journal of Market Research Society, vol. 41/issue 1, 1999, pp. 7–19;

  18. Muñiz A. M. Jr. and O’Guinn T. C., Brand Community. Journal of Consumer Research, vol. 27, 2001, pp. 412-432;

  19. Chelcea S., Methodology of sociological research. Quantitative and qualitative methods, 2nd ed, Economic Publishing House, Bucharest, 2004;

  20. Gibson R. and Ward S., A Proposed Methodology for Studying the Function and Effectiveness of Party and Candidate Web Sites, Social Science Computer Review, vol. 18/issue 3, 2000, pp. 301-319;

  21. Schneider S. M. and Foot K. A., Online structure for political action: exploring Presidential campaign web sites from the 2000 American election, The Public, vol. 9/issue 2, 2002, pp. 1-18;

  22. Brundin P., Politics on the Net. NGO practices and experiences, Г–rebro University Publisher, 2008;

  23. Okazaki S. and Е kapa R., Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic. In Bandyopadhyay S. (ed.) Contemporary Research in E-Branding, Information Science Reference, Hershey, 2009, pp. 193-215;

  24. Florek M., Online City Branding. In Dinnie K. (ed.), City Branding. Theory and Cases, Palgrave Macmillan, Basingstoke, Hampshire, 2011, pp. 82-90;

  25. Alonso I. and Bea E., A tentative model to measure city brands on the Internet, Place Branding and Public Diplomacy, vol. 8/issue 4, 2012, pp. 311-328;

  26. Simeon, R., Evaluating the branding potential of Web sites across borders, Marketing Intelligence & Planning, vol. 19/issue 6, 2001, pp. 418-424;

  27. Babbie E., The practice of social research, Polirom Publishing House, Iasi, 2010;

  28. Kolbe R. H. and Burnett M. S., Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity, Journal of Consumer Research, vol. 18/issue 2, 1991, pp. 243-250;

View or Download full articleAccess options
Full paper accessChoose SWS login, librarian support, or instant article download.

SWS access login

Login as SWS Scientific Committee

Authors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.

For librarian assistance: [email protected]

Purchase Instant Access

48-hour online accessComing soon
Online-only accessComing soon
Download the full article in PDF formatEUR 35
  • Article can be downloaded after successful payment.
  • Article may be used according to SWS library access terms.
  • Article cannot be redistributed.
Get full paper

Back to publication list