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A Brand So Bad It Has To Be Good (CROSBI ID 201018)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Brown, Stephen ; McDonagh, Pierre ; Shultz, Clifford A Brand So Bad It Has To Be Good // MM. Journal of marketing management, 29 (2013), 1251-1276. doi: 10.1080/0267257X.2013.796321

Podaci o odgovornosti

Brown, Stephen ; McDonagh, Pierre ; Shultz, Clifford

engleski

A Brand So Bad It Has To Be Good

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.

brand ; consumer ; research

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Podaci o izdanju

29

2013.

1251-1276

objavljeno

0267-257X

1472-1376

10.1080/0267257X.2013.796321

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