An exploration of rural community branding efforts from the perspective of community residents. (Special Issue: Rural marketing.)

Swinney J.; Lang C. M.; Runyan R.

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An exploration of rural community branding efforts from the perspective of community residents. (Special Issue: Rural marketing.)

机译：从社区居民的角度探讨农村社区品牌建设工作。（特刊：农村市场。）

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Community brand identity, as measured by brand image and positioning symbols, typically fails to reflect the perceptions of the residents of the community. The current study, focused on residents in four rural and culturally distinct communities in the mid-western United States, finds that residents feel neither agreement nor disagreement with either image or positioning constructs of community brand identity. The results suggest a need to strengthen image and positioning constructs and we urge co-creation of the community brand with greater involvement of the local residents. Recommendations are given for co-creating a meaningful community brand to further community economic development.Digital Object Identifier http://dx.doi.org/10.1177/0973005212461984

机译：通过品牌形象和定位符号来衡量的社区品牌身份通常无法反映社区居民的看法。当前的研究集中在美国中西部四个农村和文化上不同的社区中的居民，发现居民对社区品牌识别的形象或定位结构既不认同也不不同。结果表明需要加强形象和定位结构，我们敦促在当地居民更多参与下共同创建社区品牌。为共同创建有意义的社区品牌以进一步促进社区经济发展提供了建议。数字对象标识符http://dx.doi.org/10.1177/0973005212461984

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《International Journal of Rural Management》 |2012年第2期|共13页
作者
Swinney J.; Lang C. M.; Runyan R.;
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原文格式 PDF
正文语种 eng
中图分类农业经济;
关键词
Rural marketing; brand identity; community branding; image; positioning;

机译：农村市场营销;品牌标识;社区品牌;形象;定位;

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An exploration of rural community branding efforts from the perspective of community residents. (Special Issue: Rural marketing.)

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