... sidelined, and brands increasingly seek to create a unique identity. As part of the positioning process, differentiation has been extensively examined in marketing communication. Simply put, scholars generally agree that differentiation is a strategic practice through which a brand aims to establish...

... anti-consumption among different industries. Design/methodology/approach The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion. Findings The results bring a comprehensive overview of possible communication appeals of anti-consumption...

... implications The results add to the body of knowledge of how integrated marketing communication, place branding and professional PR activities evolved in Thailand. Originality/value The research fills a gap in the history of tourism PR and its relation to broader social and economic structures in Siam...