مشخصات مقاله:
عنوان فارسی مقاله:
کاربرد ابعاد شخصیتی برند در پایانه بارگنج: چشم انداز برندینگ مکانی
عنوان انگلیسی مقاله:
An application of brand personality dimensions to container ports: A place branding perspective
کلمات کلیدی مقاله:
مکان مارک گذاری، شخصیت برند، بازاریابی بندر، تجزیه و تحلیل محتوای طولی، تجزیه و تحلیل مکاتبات متعدد
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
بازاریابی
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Abstract
Keywords
1. Introduction
2. Literature review: Place branding
2.1. Brand personality and places
2.2. Seaport marketing and branding
3. Methodology
3.1. Content analysis
3.2. Sample and data collection
3.3. Defining the coding categories and training the coders
3.4. Findings and discussion
3.4.1. The descriptive information
3.4.2. Dimensions of brand personality at seaports
4. Conclusions, managerial and theoretical implications
5. Limitations and recommendations for further research
References
قسمتی از مقاله انگلیسی:
1. Introduction
The competitive environment of globalization has changed the conservative structure of port competition. New developments have forced ports to compete more aggressively and implement more effective marketing strategies (Murati and Brokaj, 2014). Port marketing activities proceed along four basic dimensions, namely product, price, place, and promotion (Cahoon, 2007; Notteboom and de Langen, 2015; Laxe, 2010). Marketing efforts implemented within each dimension help develop a positive, strong brand image and ultimately increase ports’ competitiveness by boosting their international trade (Branch, 1998; Cahoon, 2007). Branding adds value to products, people, ideas, organizations, services, and places. So, the concept can be applied to any case where customer preferences exist (Keller, 2002). Place branding is no different from the branding concept since it refers to exploring and to building unique value, which makes the place different from other places in order to create competitive brand value (Ashworth, 2009). As a tool for competition and marketing activities, a port’s brand image is closely associated with marketing tools like service quality, routing decisions, frequencies of calls, competitive prices, proficiency of managerial activities, IT implementations, and infrastructure competencies in the port marketing literature (Branch, 1998; Cahoon, 2007; Laxe, 2010; Pando et al., 2005; Notteboom and de Langen, 2015). Previous research on brand personality has heavily focused on areas such as banking, tourism, hospitality, and events (Rutter et al., 2018), leaving the container port business unexplored. Little is known about place branding of seaports and the implications of brand personality on container ports as well as the changes in specific dimensions of brand personality over a certain period. Also, the way that the container ports differentiate themselves through social media messages by considering brand personality dimensions is considered critical for understanding the place branding strategies of ports. To address the above-mentioned gaps, this study investigates the social media (Twitter) contents of selected container ports to reveal their tendencies to use brand personality dimensions as a communication tool. Specifically, it analyses how port brand personalities vary across geographical regions by using Aaker’s (1997) well-known brand personality dimensions and reveals the interaction of these dimensions between specific periods. Three research questions are addressed: