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

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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An exploration of rural community branding efforts from the perspective of community residents. / Swinney, Jane; Lang, Chumin; Runyan, Rodney.
In: International Journal of Rural Management, Vol. 8, No. 1-2, 04.2012, p. 35-47.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Swinney, J, Lang, C & Runyan, R 2012, 'An exploration of rural community branding efforts from the perspective of community residents', International Journal of Rural Management, vol. 8, no. 1-2, pp. 35-47. https://doi.org/10.1177/0973005212461984

APA

Swinney, J., Lang, C., & Runyan, R. (2012). An exploration of rural community branding efforts from the perspective of community residents. International Journal of Rural Management, 8(1-2), 35-47. https://doi.org/10.1177/0973005212461984

Vancouver

Swinney J, Lang C, Runyan R. An exploration of rural community branding efforts from the perspective of community residents. International Journal of Rural Management. 2012 Apr;8(1-2):35-47. doi: 10.1177/0973005212461984

Author

Swinney, Jane ; Lang, Chumin ; Runyan, Rodney. / An exploration of rural community branding efforts from the perspective of community residents. In: International Journal of Rural Management. 2012 ; Vol. 8, No. 1-2. pp. 35-47.

Bibtex

@article{05c2091a732f438d81a915777404b549,
title = "An exploration of rural community branding efforts from the perspective of community residents",
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.",
keywords = "Rural marketing, brand identity, community branding , image , positioning",
author = "Jane Swinney and Chumin Lang and Rodney Runyan",
year = "2012",
month = apr,
doi = "10.1177/0973005212461984",
language = "English",
volume = "8",
pages = "35--47",
journal = "International Journal of Rural Management",
issn = "0973-0052",
publisher = "Sage Publications India Pvt. Ltd",
number = "1-2",

}

RIS

TY - JOUR

T1 - An exploration of rural community branding efforts from the perspective of community residents

AU - Swinney, Jane

AU - Lang, Chumin

AU - Runyan, Rodney

PY - 2012/4

Y1 - 2012/4

N2 - 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.

AB - 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.

KW - Rural marketing

KW - brand identity

KW - community branding

KW - image

KW - positioning

U2 - 10.1177/0973005212461984

DO - 10.1177/0973005212461984

M3 - Journal article

VL - 8

SP - 35

EP - 47

JO - International Journal of Rural Management

JF - International Journal of Rural Management

SN - 0973-0052

IS - 1-2

ER -