| Autor: |
Antonios A. Giannopoulos, George Skourtis, Lamprini Piha |
| Rok vydání: |
2020 |
| Předmět: |
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| Zdroj: |
Journal of Product & Brand Management. 30:148-166 |
| ISSN: |
1061-0421 |
| DOI: |
10.1108/jpbm-08-2019-2504 |
| Popis: |
Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem. Design/methodology/approach An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem. Findings The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena. Research limitations/implications Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels. Practical implications Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy. Originality/value The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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