Publications
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The Impact of Public Branding: An Experimental Study on the Effects of Branding Policy on Citizen Trust KU Leuven Ghent University
© 2016 by The American Society for Public Administration. Branding has become common in the public sector as brands are increasingly used to influence citizens' associations with public organizations and public services. Using experimental research replicated in three European countries, this article investigates the effect of using the European Union (EU) brand on trust in policies. Experiments were conducted among economics students in ...
Behind the scenes of place branding: Unraveling the selective nature of regional branding Research Institute for Agriculture, Fisheries and Food
Processes of globalisation, internationalisation and rescaling of statehood have led to an increased competition between regions. Place branding has become one of the central concepts for promoting local competitiveness and for capturing significant mind and market share. It is a promotional strategy that includes all activities that increase the attractiveness of an area as a place for working, living and spending free time. Place branding ...
Briek de Bronding breekt de branding KU Leuven
Gear manufacturers as contestants in sports competitions : breeding and branding returns Ghent University
Several manufacturers make substantial investments to compete in sports contests, using the gear they develop and market. However, no systematic analysis of the breeding (i.e., innovation) and branding (i.e., marketing) returns from such investments exists. In this study, the authors conceptualize and empirically estimate the breeding and branding returns that such manufacturers obtain. The authors gather data for 30 car brands of 16 ...
Bringing Strategy Back: Ethnic minority entrepreneurs’ construction of legitimacy by ‘fitting in’ and ‘standing out’ in the creative industries. Hasselt University
Drawing on De Clercq and Voronov (2009) we investigate the narrative use of ethnic minority identity for constructing legitimacy through ‘fitting in’ and ‘standing out’. By doing so we aim at bridging a individual and organizational level of inquiry to understand how ethnic minority entrepreneurs’ identities can be used as an asset for business achievement. Based on data collected through 26 in-depth interviews with ethnic entrepreneurs in the ...