A Brand So Bad It Has To Be Good (CROSBI ID 201018)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
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
Povezanost rada
Ekonomija