Study on Content and Measurement of Place Brand Integrating Capability

摘要：

The place brand value and its appraisal is one of hot topics concerned by many researchers of place marketing and place brand in recent years.In the extant hterature,many aspects of place brand value have been studied,but theres still no uniform and specific index to generalize and measure place brand value.This paper is about to launch a conceptual index of place brand value--place brand integrating capability on the basis of the related theoretical study on the place brand value,measurement and integrating management,and through systematical analysis of the constitutive elements of place brand integrating capability,this paper bring a measuring model of place brand integrating capability.In the end of this paper,the theoretical and practical significance of this study are discussed.

关键词： place brand place brand integrating capability measurement model

作者: QIAN Minghui GOU Yanzhong HE Fei

作者单位: School of Business,Renmin University of China,Beijing,100872,China School of Business Administration,Xinjiang University of Finance and Economics,Urumqi,830012,China

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 89-95

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）