Although city branding is not new, the importance of sustainability and environmental demands placing an enormous challenge in city/place activities. As such, aim this article to analyze how sustainable/green understood what its main idiosyncrasies are. For that exploratory literature review was implemented 32 articles were analyzed. It possible conclude there are three strands covering topic r...

Purpose This study aims to explore whether adopting a sustainability narrative in city branding and urban development strategies results more inclusive governance arrangements (process) pluralistic approach generating value (outcome), line with the triple bottom advocated by United Nations’ Sustainable Development Goals (SDGs). The authors argue that necessary step enable meaningful sustainable...

Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), the debate over the process of branding has moved from a managerially closed to a socially open orientation (Pitt, Watson, Berthon, Wynn and Zinkhan 2006) creating a multidisciplinary intellectual puzzle. In light of the 'limit attitude' approach in critical marketing (Tadajewski and Brownlie 2008), t...

background and objectives: hospitalbranding is a new concept in iran that requires focused attention in order to enhance economic performance of health care delivery system. this study aimed to develop a conceptual framework for initiation and promotion of public teaching hospital brand in an iranian context. methods: a comparative study of hospital branding in eight pioneer countries revealed ...

In July 2007, In Lee proposed an architecture for a next-generation holistic e-recruiting system. Based on an extensive review of marketing, recruiting and IS literature we propose to extend the framework by adding employer branding as a new important construct and sub process. It is shown how employer branding has to be integrated into the existing architecture to develop and implement an effe...

Th is paper reports research on service branding carried out on the prestigious Norwegian Coastal Voyage, or Hurtigruten, which is its brand name. Th e primary research instrument employed in the research was semi-structured in-depth interviews with managers and service personnel previously and presently employed by the shipping line Hurtigruten ASA. Th e paper shows that a set of factors infl ...