Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/30313
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Place marketing and place based loyalty schemes
Author(s): Rybaczewska, Maria
Sparks, Leigh
Contact Email: maria.rybaczewska@stir.ac.uk
Keywords: place marketing
loyalty schemes
high street retail
town centre management
place based loyalty schemes
consumer data
Issue Date: 18-Nov-2019
Citation: Rybaczewska M & Sparks L (2019) Place marketing and place based loyalty schemes. Journal of Enterprising Communities: People and Places in the Global Economy. https://doi.org/10.1108/JEC-09-2019-0094
Abstract: The place marketing literature is explicit and consistent; place branding is absolutely necessary (Allen 2007, Gertner 2011, Kavaratzis 2004) in the management and marketing of the place (Kavaratzis and Ashworth 2008, Wahlberg 2016). The importance of place branding is increasing as a result of growing competition amongst places (Medway and Warnaby 2008) and the importance of location as seen by consumers (Allport 2005) and businesses (Di Gregorio 2017). The debate however really commences when the question moves from ‘whether’ to ‘how’ to place brand. There are different strategies presented in terms of place branding for tourism (Boyne and Hall 2004, Dinnie 2004), economy (Allen 2007, Konecnik Ruzzier and de Chernatony 2013, Zhao et al. 2015) and retailing (Heaps 2005, Demirbag Kaplan et al. 2010, Dobson 2012, Stocchi et al. 2016). There is, though, no consensus about any preeminent solution, causing problems from the point of view of practice and place managers (e.g. Boisen et al. 2018, Eshuis et al. 2018, Kavaratzis 2009, Warnaby 2019). Our research contributes towards bridging this gap from ‘whether’ to ‘how’, by considering place based loyalty schemes as a potential mechanism.
DOI Link: 10.1108/JEC-09-2019-0094
Rights: Publisher policy allows this work to be made available in this repository. Published in Journal of Enterprising Communities: People and Places in the Global Economy by Emerald. The original publication is available at: https://doi.org/10.1108/JEC-09-2019-0094. This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence (https://creativecommons.org/licenses/by-nc/4.0/). To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.
Notes: Output Status: Forthcoming/Available Online
Licence URL(s): http://creativecommons.org/licenses/by-nc/4.0/

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