Napredna pretraga

Pregled bibliografske jedinice broj: 672345

A Brand So Bad It Has To Be Good


Brown, Stephen; McDonagh, Pierre; Shultz, Clifford
A Brand So Bad It Has To Be Good // Journal of Marketing Management, 29 (2013), 1251-1276 doi:10.1080/0267257X.2013.796321 (međunarodna recenzija, članak, znanstveni)


Naslov
A Brand So Bad It Has To Be Good

Autori
Brown, Stephen ; McDonagh, Pierre ; Shultz, Clifford

Izvornik
Journal of Marketing Management (0267-257X) 29 (2013); 1251-1276

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Brand ; consumer ; research

Sažetak
According to O’Driscoll (2008), paradox characterises marketing in the ‘after modern’ epoch. This is certainly true of place marketing, which is often described as a paradox-rich domain (Dinnie, 2011). Drawing upon the results of a novel, culture-based research procedure, this paper describes the paradoxical outcomes of an urban branding exercise in Belfast, one of the world’s most infamous cities. Albeit dismissed by local worthies as a futile attempt to ‘put lipstick on a gorilla’, this paper argues that Belfast’s branding is not only far from futile but a perversely paradoxical form of marketing that’s so bad it’s good.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
081-1151212-1454 - Strateški marketing - stvaranje identiteta konkurentnog gospodarstva (Bruno Grbac, )

Ustanove
Ekonomski fakultet, Rijeka

Časopis indeksira:


  • Web of Science Core Collection (WoSCC)
    • Emerging Sources Citation Index (ESCI)
  • Scopus


Uključenost u ostale bibliografske baze podataka:


  • ABI/INFORM
  • EBSCOhost, Emerland


Citati