An identity-centered approach to place branding: Case of industry partners evaluation of Iowa's destination image

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)

Abstract

This exploratory study aims to adopt an identity-centered approach for evaluating Iowa's destination image among industry partners, who are often seen as a less-important stakeholder group in place branding research. Brand identity attributes of the ongoing branding strategy, Iowa Life Changing, were first identified through a document analysis and an elite interview. A random stratified sampling was then used in a telephone survey with 200 industry partners. Of the 114 valid responses, the gap between the brand identity and brand image of Iowa as a travel destination and respondents strength of identification with the Iowa Tourism Office were measured. Specifically, results showed a consistency and some dynamic linkages among the three constructs. Practical implications and future research directions on industry partners are also discussed.

Original languageEnglish
Pages (from-to)438-450
Number of pages13
JournalJournal of Brand Management
Volume18
Issue number6
DOIs
Publication statusPublished - Apr 2011

Scopus Subject Areas

  • Strategy and Management
  • Marketing

User-Defined Keywords

  • brand identity
  • brand image
  • destination marketing/management organization
  • industry partners
  • Iowa tourism
  • place branding

Fingerprint

Dive into the research topics of 'An identity-centered approach to place branding: Case of industry partners evaluation of Iowa's destination image'. Together they form a unique fingerprint.

Cite this