Country Brand I Feel Slovenia:First Response from Locals

Ruzzier, Maja Konečnik; Petek, Nusa

doi:10.1080/1331677x.2012.11517518

Cited by 11 publications

(6 citation statements)

References 18 publications

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“…It thus refers to the residents' personal usage and creation of brand-related promotional materials (Kavaratzis, 2012;Konečnik Ruzzier & Petek, 2012) and their participation in planned promotional content, events, and activities (Andersson such as social values and civic pride (Rehmet & Dinnie, 2013). This suggests that community-related factors, scarcely considered in previous studies on residents' engagement in place branding, can play a significant role in prompting participation in place promotional activities.…”

Section: Residents' Engagement In Place Promotionmentioning

confidence: 81%

“…According to this strand of research, residents act as ambassadors of the destination brand, thus being considered as an authentic, effective, and trustworthy means for communicating the distinctive character of the place (Braun et al, 2013;Konečnik Ruzzier & Petek, 2012;Rehmet & Dinnie, 2013). Several authors, in fact, suggest that residents act as evangelists, by promoting the destination through word of mouth processes (Kavaratzis, 2012;Simpson & Siguaw, 2008).…”

Section: Residents' Engagement In Place Promotionmentioning

confidence: 99%

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The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site

Vollero

Conte

Bottoni

et al. 2017

Journal of Tourism Research

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The engagement of community residents in place promotion is increasingly recognized as desirable for ensuring effective and reliable communication with tourists. The study investigated the effects of community factors on residents' engagement in the promotion of an Italian heritage site. Community commitment, environmental attitudes, and perceptions of the effectiveness of existing place marketing communications were found to be decisive in influencing residents' engagement in the promotion of the Amalfi Coast. The paper helps to shed light on collaboration in place promotion, thus enriching the debate on the ambassadorship role of residents and suggesting useful insights for policy makers/destination management organizations.

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Section: Residents' Engagement In Place Promotionmentioning

confidence: 81%

Section: Residents' Engagement In Place Promotionmentioning

confidence: 99%

The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site

Vollero

Conte

Bottoni

et al. 2017

Journal of Tourism Research

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“…In addition, Palmer et al suggested that residents with positive attitudes towards tourism play a crucial role in tourism participation as community or destination ambassadors [ 62 ]. Residents are considered to have the ability to develop and promote the destination brand and eventually become destination brand ambassadors [ 63 ]. Based on the arguments above, Hypotheses 3 and 4 for this study are presented:…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Exploring How the Psychological Resilience of Residents of Tourism Destinations Affected Brand Ambassador Behavior during the COVID-19 Pandemic

Wang

Liu

Sha

2022

Behavioral Sciences

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In order to focus on the degree of adaptation and resilience of residents of tourist destinations to the changes caused by the COVID-19 pandemic, and to explore how the psychological resilience of residents affects their attitudes and behavioral intentions toward destination brand development, this study constructs a structural equation model guided by positive organizational behavior and uses a questionnaire method to conduct the research. The results show that (1) residents’ psychological resilience has a positive effect on brand ambassador behavioral intentions; (2) residents’ psychological resilience has a positive effect on resident–tourist interaction; (3) resident–tourist interaction has a positive effect on brand ambassador behavioral intentions; (4) resident–tourist interaction plays a mediating role between psychological resilience and brand ambassador behavioral intentions; and (5) cognitive reappraisal plays a moderating role between psychological resilience and resident–tourist interaction. The findings not only fill the deficiency of positive organizational behavior in tourism research, but also provide a theoretical basis for developing residents as destination brand ambassadors in the context of the COVID-19 pandemic according to destination branding. In fact, destination managers not only need to strengthen residents’ behaviors to participate in destination brand development, but also should care about the psychological state and emotional events of residents who are negatively affected by the COVID-19 pandemic.

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“…In addition, none of the countries directly bordering Vietnam offered any valuable input that provided a reference or even a hint of support for any particular preference of PMS. The difficulty of extending existing PMS recommendation from other countries to this unique market was apparent from the earliest discussion held within the boardrooms of MNCs who sought to enter it (Ansah, 2016;Guzman et al, 2016;Sagan, 2016;Rojas-Mendez et al, 2015;Gupta et al, 2014;Ruzzier and de Chernatony, 2013;Ruzzier and Petek, 2012;Lindh, 2009;Okazaki et al, 2007;Sustar, 2006;Cavusgil, 1996, 2002;Zou et al, 1997).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Global products marketing strategy of two European MNCs in Vietnam

Wafler

Badir

2017

JPBM

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Purpose The purpose of this paper is to analyze how two multinational companies (MNCs) faced the challenge of market uncertainty and political instability in a newly emerging market, and how it affected the impact of their product marketing strategy (PMS) and product (brand) performance. Design/methodology/approach A comparative longitudinal paired case study of a market entry by two global MNCs. Twelve global brands (products) were studied, which were locally manufactured and launched by the two MNCs during their first ten years of operation in Vietnam. Findings The authors approached the investigation from a conventional point of view: standardization versus adaptation. The results showed that in addition to these two traditional processes, a third one was also operating, which the authors labeled semi-adaptation, or the midway PMS. Semi-adaptation refers to a product that has been introduced to Vietnam from a neighboring country. Research limitations/implications This research is based on two European MNCs active in the food and consumer-household goods industry in a newly emerging market: Vietnam. Practical implications This primary data indicate that the product standardization, semi-adaptation and adaptation process in practice is a technique applied to fit a product to a newly emerging market more by degree of change than by product category. Originality/value This paper supports a recent stream of research, which views Standardization or Adaptation as the two ends of the same continuum, where the degree of the firm’s PMS can range between them.

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Country Brand I Feel Slovenia:First Response from Locals

Cited by 11 publications

References 18 publications

The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site

The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site

Exploring How the Psychological Resilience of Residents of Tourism Destinations Affected Brand Ambassador Behavior during the COVID-19 Pandemic

Global products marketing strategy of two European MNCs in Vietnam

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