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Keywords: Product-based place brand
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Journal Articles
Qualitative Market Research: An International Journal (2020) 23 (4): 979–999.
Published: 19 March 2020
... of a product-based place brand that reflects local ways of life and local identities was introduced. A combination of projective, typological and narrative methods was applied. Three focus groups composed of future place managers were held in three countries (N = 27) to develop place brand...
