Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior

Datos Bibliográficos

ID10401014
AutoresLuis R González (0000-0003-1849-446X, Department of Public Administration and Sociology Erasmus School of Social and Behavioral Sciences, Erasmus University Rotterdam the Netherlands, autor de correspondencia), Erik‐hans Klijn (0000-0002-2121-6818, Department of Public Administration and Sociology Erasmus School of Social and Behavioral Sciences, Erasmus University Rotterdam the Netherlands), Jasper Eshuis (0000-0002-6000-0809, Department of Public Administration and Sociology Erasmus School of Social and Behavioral Sciences, Erasmus University Rotterdam the Netherlands), Erik Braun (0000-0001-7359-6018, Department of Marketing Copenhagen Business School Frederiksberg Denmark)
Año2023
Volumen85
Número1
Páginas192-206
Fecha de publicación2023-11-13
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaPublic Administration Review (JOURNAL)
Identificadores de la revistaISSN: 0033-3352 • E-ISSN: 1540-6210
EditorialWiley (PUBLISHER • GB)
DOI10.1111/puar.13776
OpenAlexW4388627890
IdiomaEN
Citas recibidas3
Referencias citadas55

This article studies in how far participation of stakeholders enhances their active support for place brands, conceptualized in this study as Brand Citizenship Behavior (BCB). Combining insights from governance and branding theory this article uses survey data (N = 162) among stakeholders involved in branding processes of two Dutch regions. The analysis shows that more intense participation in the development of the brand is related to more BCB. Beyond participation, perceived value of the brand for stakeholders and degree of place identity (identification with place) also positively relate to brand citizenship behavior. The findings not only confirm the importance of participation in achieving support for public brands, but also provide insight into the role of affective factors (identification) and interest‐based factors (value of the brand for the stakeholder) on BCB

Business · Citizenship · Organizational citizenship behavior · Organizational commitment · Political science · Politics · Public relations · Stakeholder · Stakeholder engagement · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Law