An exploration of rural community branding efforts from the perspective of community residents

Swinney, Jane and Lang, Chumin and Runyan, Rodney (2012) An exploration of rural community branding efforts from the perspective of community residents. International Journal of Rural Management, 8 (1-2). pp. 35-47. ISSN 0973-0052

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Abstract

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.

Item Type:
Journal Article
Journal or Publication Title:
International Journal of Rural Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/3300/3305
Subjects:
ID Code:
65127
Deposited By:
Deposited On:
10 Jun 2013 08:56
Refereed?:
Yes
Published?:
Published
Last Modified:
15 Jan 2020 07:38