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dc.contributor.authorRybaczewska, Mariaen_UK
dc.contributor.authorSparks, Leighen_UK
dc.description.abstractThe 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.en_UK
dc.relationRybaczewska M & Sparks L (2019) Place marketing and place based loyalty schemes. Journal of Enterprising Communities: People and Places in the Global Economy.
dc.rightsPublisher 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: 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 ( To reuse the AAM for commercial purposes, permission should be sought by contacting
dc.subjectplace marketingen_UK
dc.subjectloyalty schemesen_UK
dc.subjecthigh street retailen_UK
dc.subjecttown centre managementen_UK
dc.subjectplace based loyalty schemesen_UK
dc.subjectconsumer dataen_UK
dc.titlePlace marketing and place based loyalty schemesen_UK
dc.typeJournal Articleen_UK
dc.citation.jtitleJournal of Enterprising Communities: People and Places in the Global Economyen_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.contributor.funderInnovate UKen_UK
dc.description.notesOutput Status: Forthcoming/Available Onlineen_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationMarketing & Retailen_UK
Appears in Collections:Marketing and Retail Journal Articles

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