BRAUN E, ESHUIS J AND KLIJN EH (2014)

The effectiveness of place brand communication.

CITIES, 41, 64-70.

ABSTRACT: The study presented in this paper is one of the first quantitative, empirical studies addressing the effectiveness of place branding. This paper assesses whether three different strategies for place brand communication have a positive effect on attracting residents and visitors. The expectation is that this effect is mediated by the place brand image. ..(...)..