Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

How to boost place branding leveraging on community relations

How to boost place branding leveraging on community relations This paper aims to explore the relationship between community relations (CR) and the concept of place branding (PB) by analysing several companies in a developing sub-Saharan country – Ghana, and developing a framework that links the selected concepts together.Design/methodology/approachThe paper provides an analysis based on a multiple case study approach, with an interpretivist analysis of secondary and primary data derived from archival documents and in-depth interviews of corporate social responsibility (CSR) and brand managers from purposefully selected cases of private financial institutions. The data gathered were qualitatively analysed to identify and interpret common themes about CR, PB and other relevant factors such as culture. Based on analysis of the qualitative data, a comprehensive framework for CR and PB was formulated.FindingsFindings show that in the developing sub-Saharan country Ghana, the process of establishing a place brand is complex because of influences exerted on CR practices by culture, management agenda of private organisations, government intervention and the fragmentation of efforts to generate a coherent dialogue with numerous stakeholders.Practical implicationsThe study shows that managers can leverage on an array of CR elements, including moral and ethical obligations of the company, provision of economic benefits, integration, common goals between the corporation and its communities, responsibility to stakeholders, proactive action, partnerships across sector lines and active leadership, to boost PB. Thus, this research will help policymakers, country brand managers and communication professionals in structuring a proper PB starting from the efforts made in the CR field.Originality/valueThis research can be considered one of the few studies undertaken with a view to understanding and developing a CR framework that links with PB in a developing country. The study identifies several important moderators of PB and factors influencing CR. All issues are approached from the study of PB that promotes economic, commercial and political interests at home and abroad. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

How to boost place branding leveraging on community relations

Download PDF
28 pages
Read Article

Loading next page...
 
/lp/emerald-publishing/how-to-boost-place-branding-leveraging-on-community-relations-PwauuTg0Wv
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1352-2752
DOI
10.1108/qmr-01-2018-0013
Publisher site
See Article on Publisher Site

Abstract

This paper aims to explore the relationship between community relations (CR) and the concept of place branding (PB) by analysing several companies in a developing sub-Saharan country – Ghana, and developing a framework that links the selected concepts together.Design/methodology/approachThe paper provides an analysis based on a multiple case study approach, with an interpretivist analysis of secondary and primary data derived from archival documents and in-depth interviews of corporate social responsibility (CSR) and brand managers from purposefully selected cases of private financial institutions. The data gathered were qualitatively analysed to identify and interpret common themes about CR, PB and other relevant factors such as culture. Based on analysis of the qualitative data, a comprehensive framework for CR and PB was formulated.FindingsFindings show that in the developing sub-Saharan country Ghana, the process of establishing a place brand is complex because of influences exerted on CR practices by culture, management agenda of private organisations, government intervention and the fragmentation of efforts to generate a coherent dialogue with numerous stakeholders.Practical implicationsThe study shows that managers can leverage on an array of CR elements, including moral and ethical obligations of the company, provision of economic benefits, integration, common goals between the corporation and its communities, responsibility to stakeholders, proactive action, partnerships across sector lines and active leadership, to boost PB. Thus, this research will help policymakers, country brand managers and communication professionals in structuring a proper PB starting from the efforts made in the CR field.Originality/valueThis research can be considered one of the few studies undertaken with a view to understanding and developing a CR framework that links with PB in a developing country. The study identifies several important moderators of PB and factors influencing CR. All issues are approached from the study of PB that promotes economic, commercial and political interests at home and abroad.

Journal

Qualitative Market Research: An International Journal – Emerald Publishing

Published: Dec 11, 2020

Keywords: Community relations; CSR; Place branding; Sub-Saharan country; Multiple case study approach

References

  • What we know and don’t know about corporate social responsibility a review and research agenda
    Aguinis, H.; Glavas, A.
  • Country branding: an imperative for developing countries
    Akotia, M.
  • Corporation community relations in the 1990’s: a study in transformation
    Altman, B.W.
  • Transformed corporate community relations: a management tool for achieving corporate citizenship
    Altman, B.W.
  • Corporate social responsibility in Ghana
    Amponsah-Tawiah, K.; Dartey-Baah, K.
  • Values-based management
    Anderson, C.
  • Challenges of corporate social responsibility (CSR) in domestic settings: an exploration of mining regulation vis-à-vis CSR in Ghana
    Andrews, N.
  • Definitions of place branding – working towards a resolution
    Anholt, S.
  • Legitimacy through CSR disclosures? the advantage outweighs the disadvantages
    Bachmann, P.; Ingenhoff, D.
  • Act 673
  • Managing institutional complexity: a longitudinal study of legitimacy strategies at a sportswear Brand company
    Baumann-Pauly, D.; Scherer, A.G.; Palazzo, G.
  • Does stakeholder orientation matter? The relationship between stakeholder management models and firm financial performance
    Berman, S.L.; Wicks, A.C.; Kotha, S.; Jones, T.M.
  • What makes a good case study? A positivist review of qualitative case research published in industrial marketing management, 1971 – 2006
    Beverland, M.; Lindgreen, A.
  • The selective nature of place branding and The layering of spatial identities
    Boisen, M.; Terlouw, K.; van Gorp, B.
  • Determinants of tourism success for DMOs and destinations: an empirical examination of stakeholders’ perspectives
    Bornhorst, T.; Ritchie, J.B.; Sheehan, L.
  • Place branding: developing A conceptual framework for place image
    Bose, S.; Kumar, S.R.; Nguyen, B.; Nguyen, B.; Melewar, T.C.; Schultz, D.E.
  • Cooperative branding for rural destinations
    Cai, L.A.
  • Organisational trustworthiness: an international perspective
    Caldwell, C.; Clapham, S.E.
  • Corporate social responsibility
    Carroll, A.B.
  • Effects of customer participation in corporate social responsibility (CSR) programs on the CSR-brand fit and brand loyalty
    Cha, M.K.; Yi, Y.; Bagozzi, R.P.
  • The intersection of global consumer culture and national identity and the effect on Japanese consumer behavior
    Cleveland, M.; Laroche, M.; Takahashi, I.
  • Associating the corporation with a charitable event through sponsorship: measuring the effects on corporate community relations
    Dean, D.H.
  • Corporate social responsibility: engaging the community
    Deigh, L.; Farquhar, J.; Palazzo, M.; Siano, A.
  • Nation branding and integrated marketing communications: an ASEAN perspective
    Dinnie, K.; Melewar, T.C.; Seidenfuss, K.U.; Musa, G.
  • The boundaries and limits of community management: lessons from the water sector in Ghana
    Doe, S.R.; Khan, M.S.
  • Our entrepreneurial economy
    Drucker, P.F.
  • Local stakeholders, role and tourism development
    Duarte Alonso, A.; Nyanjom, J.
  • Building theories from case study research
    Eisenhardt, K.M.
  • Branding the nation: towards a better understanding
    Fan, Y.
  • Opportunity platforms and safety nets: corporate citizenship and reputational risk
    Fombrun, C.; Gardberg, N.; Barnett, M.
  • Corporate social responsibility: the disclosure–performance gap
    Font, X.; Walmsley, A.; Cogotti, S.; McCombes, L.; Häusler, N.
  • A framework of place branding, place image, and place reputation: antecedents and moderators
    Foroudi, P.; Gupta, S.; Kitchen, P.; Foroudi, M.; Nguyen, B.
  • Promising the dream: the changing destination image of London through the effect of website place
    Foroudi, P.; Akarsu, T.N.; Ageeva, E.; Foroudi, M.M.; Dennis, C.; Melewar, T.C.
  • Enhancing stakeholder practice: a particularized exploration of community
    Freeman, R.E.; Dunham, L.; Liedtka, J.
  • A destination-branding model: an empirical analysis based on stakeholders
    García, J.A.; Gómez, M.; Molina, A.
  • Community–company relations in gold mining in Ghana
    Garvin, T.; McGee, T.K.; Smoyer-Tomic, K.E.; Aubynn, E.A.
  • Unfolding and configuring two decades of research and publications on place marketing and place branding
    Gertner, D.
  • Seeking qualitative rigor in inductive research: notes on the Gioia methodology
    Gioia, D.A.; Corley, K.G.; Hamilton, A.L.
  • A primer on competitive bargaining
    Goodpaster, G.
  • Competing paradigms in qualitative research
    Guba, E.G.; Lincoln, Y.S.
  • The role of place branding and image in the development of sectoral clusters: the case of Dubai
    Hafeez, K.; Foroudi, P.; Dinnie, K.; Nguyen, B.; Parahoo, S.K.
  • Corporate philanthropy and corporate community relations: measuring relationship-building results
    Hall, M.R.
  • Towards a model of the place brand web
    Hanna, S.; Rowley, J.
  • Innovative stakeholder relations: when “ethics pays” (and when it doesn’t)
    Harting, T.R.; Harmeling, S.S.; Venkataraman, S.
  • Case study research
    Hartley, J.
  • An evaluation of power relationships among stakeholders in the tourism industry networks of Agra, India
    Hazra, S.; Fletcher, J.; Wilkes, K.
  • The next wave of corporate community involvement: corporate social initiatives
    Hess, D.; Rogovsky, N.; Dunfee, T.W.
  • Assessing corporate–community involvement strategies in the Nigerian oil industry: an empirical analysis
    Idemudia, U.
  • Mixing qualitative and quantitative methods: Triangulation in action
    Jick, T.D.
  • Morality and strategy in stakeholder identification
    Kaler, J.
  • Community relations 2.0
    Kane, G.C.; Fichman, R.G.; Gallaugher, J.; Glaser, J.
  • Branding places: applying brand personality concept to cities
    Kaplan, D.M.; Yurt, O.; Guneri, B.; Kurtulus, K.
  • From “necessary evil” to necessity: stakeholders’ involvement in place branding
    Kavaratzis, M.
  • The dynamics of place brands: an identity based approach to place branding theory
    Kavaratzis, M.; Hatch, M.J.
  • Community relations in the global mining industry: exploring the internal dimensions of externally orientated work
    Kemp, D.
  • The boundaries of strategic corporate social responsibility
    Lantos, G.P.
  • Community groups and livelihoods in remote rural areas of Ghana: how small‐scale farmers sustain collective action
    Lyon, F.
  • Enrolling the private sector in community development: magic bullet or sleight of hand?
    McEwan, C.; Mawdsley, E.; Banks, G.; Scheyvens, R.
  • In defence of triangulation: a critical realist approach to mixed methods research in management accounting
    Modell, S.
  • Social capital, intellectual capital, and the organisational advantage
    Nahapiet, J.; Ghoshal, S.
  • Collaborative marketing for the sustainable development of community-based tourism enterprises: a reconciliation of diverse perspectives
    Ngo, T.; Hales, R.; Lohmann, G.
  • Corporate social responsibility (CSR) perspectives of leading firms in Ghana
    Ofori, D.F.; Hinson, R.E.
  • The value and significance of corporate community relations: an Italian SME perspective
    Palazzo, M.; Foroudi, P.; Siano, A.; Kitchen, P.
  • The effects of residents’ social identity and involvement on their advocacy of incoming tourism
    Palmer, A.; Koenig-Lewis, N.; Jones, L.E.M.
  • Qualitative evaluation checklist”, evaluation checklists project, 21
    Patton, M.Q.
  • Towards a categorization of stakeholder groups: an empirical verification of a three-level model
    Podnar, K.; Jančič, Z.
  • The competitive advantage of corporate philanthropy
    Porter, M.E.; Kramer, M.R.
  • Contextualizing the complexities of managing alternative tourism at the community-level: a case study of a nordic eco-village
    Prince, S.; Ioannides, D.
  • The social dynamics of micro-firm learning in an evolving learning community
    Reinl, L.; Kelliher, F.
  • An exchange theory of interest groups
    Salisbury, R.H.
  • Ethics and accountability: from the for-itself to the for-the-other”, accounting
    Shearer, T.
  • Place reputation management and leverage points. Rethinking cultural marketing for weak areas
    Siano, A.; Confetto, M.G.; Siglioccolo, M.
  • Country branding: a developing economy perspective
    Spio, A.E.; Frimpong, K.; Austin, N.K.
  • Strategic branding of destinations: a framework
    Stephens Balakrishnan, M.
  • The role and challenges of country branding in transition countries: the Central and Eastern European experience
    Szondi, G.
  • Destination brands vs destination images: do we know what we mean?
    Tasci, A.D.; Kozak, M.
  • The influence of community factors on the engagement of residents in place promotion: empirical evidence from an Italian heritage site
    Vollero, A.; Conte, F.; Bottoni, G.; Siano, A.
  • Avoiding the greenwashing trap: between CSR communication and stakeholder engagement
    Vollero, A.; Palazzo, M.; Siano, A.; Elving, W.J.
  • Management Della comunicazione territoriale: tra place identity e crowdsourcing
    Vollero, A.; Siano, A.; Tuccillo, C.; Conte, F.
  • Linking community and spirit: a commentary and some propositions
    Waddock, S.A.
  • The dynamics of change in corporate community relations
    Waddock, S.A.; Boyle, M.E.
  • Can association methods reveal the effects of internal branding on tourism destination stakeholders?
    Wagner, O.; Peters, M.
  • The motivational foundation of political belief systems: a re-analysis of the operational code construct
    Walker, S.G.
  • Community benefits or community bribes? an experimental analysis of strategies for managing community perceptions of bribery surrounding the siting of renewable energy projects
    Walker, B.J.; Russel, D.; Kurz, T.
  • Order in diversity: community without propinquity
    Webber, M.M.
  • An advocacy coalition framework approach to stakeholder analysis: understanding the political context of California marine protected area policy
    Weible, C.M.
  • Discursive recontextualization in a public health setting
    Wolfram Cox, J.; Hassard, J.
  • Perceived online community support, member relations, and commitment: differences between posters and lurkers
    Yang, X.; Li, G.; Huang, S.S.
  • Effects of different dimensions of corporate social responsibility on corporate financial performance in tourism-related industries
    Yuhei, I.; Lee, S.
  • How to catch a city? The concept and measurement of place brands
    Zenker, S.
  • Branding a city – a conceptual approach for place branding and place Brand management
    Zenker, S.; Braun, E.
  • Evaluating success in place marketing and branding
    Zenker, S.; Martin, S.