All Outputs (4)

Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs (2014)
Journal Article
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2014). Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs. International Journal of Business Administration, 5(6), 13-23. https://doi.org/10.5430/ijba.v5n6p13

Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are... Read More about Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs.

Examining the relationship between branding a place and sustainable development (2014)
Book Chapter
Maheshwari, V., Vandewalle, I., & Bamber, D. (2014). Examining the relationship between branding a place and sustainable development. In D. Deeter-Schmelz (Ed.), Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-11797-3_161

There has been a steady increase in competition between places in terms of attracting tourists, businesses and investments, over the past few years (Kotler, et.al. 1993). This has made the marketing of places a key driver of the economic activities a... Read More about Examining the relationship between branding a place and sustainable development.

Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool' (2014)
Journal Article
Maheshwari, V., Lodorfos, G., & Vandewalle, I. (2014). Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool'. International Journal of Business and Globalisation, 13(1), 104-121. https://doi.org/10.1504/ijbg.2014.063398

To date, there has been no investigation into the roles and interrelationships of various stakeholder groups in developing place branding. Similarly, there is limited previous research that examines the links between stakeholders, place branding and... Read More about Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool'.

Can sustainability be achieved by effective branding of a place? (2014)
Book Chapter
Maheshwari, V., & Vandewalle, I. (2014). Can sustainability be achieved by effective branding of a place?. In M. Dato-On (Ed.), The Sustainable Global Marketplace : Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-10873-5_177

The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. A place-specific branding campaign was considered and findings of this research suggest that place branding plays an... Read More about Can sustainability be achieved by effective branding of a place?.