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What’s love got to do with it?: Place brand love and viral videos
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-9628-3599
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-4397-6965
2019 (English)In: Internet Research, ISSN 1066-2243Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose

The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting.

Design/methodology/approach

Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model.

Findings

Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message.

Research limitations/implications

The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness.

Practical implications

Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message.

Originality/value

Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019.
Keywords [en]
word of mouth, social media, social identity theory, self-expressiveness, identity theory, message sharing, place brand love, self-brand congruity, intention to forward, viral marketing
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-76259DOI: 10.1108/INTR-07-2018-0311OAI: oai:DiVA.org:ltu-76259DiVA, id: diva2:1357997
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314Available from: 2019-10-06 Created: 2019-10-06 Last updated: 2019-10-07

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Strandberg, CarolaStyvén, Maria

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1920212223242522 of 93
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