The Impact of Place Branding Complexity on Word of Mouth Advertising with Respect to the Moderating Role of Residents and Domestic Tourists of Kerman City

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Poursaeed Mohammadmehdi; Barzgarpour Mahboubeh

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Journal Paper

Paper Information

Journal: JOURNAL OF GEOGRAPHY AND URBAN SPACE DEVELOPMENT Year:2018 | Volume:5 | Issue:1 (8) Page(s): 53-56

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Information Journal Paper

Title

The Impact of Place Branding Complexity on Word of Mouth Advertising with Respect to the Moderating Role of Residents and Domestic Tourists of Kerman City

Author(s)

Poursaeed Mohammadmehdi | Barzgarpour Mahboubeh | Issue Writer Certificate

Keywords

Place branding

Destination branding

Brand complexity

Word of mouth advertising

Domestic tourists

Kerman city

Abstract

1. Introduction Essentially, when destination/place marketers employ a similar, yet simple strategy, they may underestimate the issues related to the establishment and formation of Place branding; meanwhile, places and locations are faced with a broad range of target groups whose understanding of the place are completely different, mostly shaped by stereotypical imaginations and cliché s. Nevertheless, residents are of a deeper awareness on the place, which is contrary to the simple messages, they use to introduce the place. Simplified messages lead to weaker identification and improper behavior (negative word-of-mouth advertising) of residents against tourists. The present study seeks to identify the positive results of place identification and how this very concept along with word-of-mouth advertising could be improved through Brand complexity...

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APA: Copy

Poursaeed, Mohammadmehdi, & Barzgarpour, Mahboubeh. (2018). The Impact of Place Branding Complexity on Word of Mouth Advertising with Respect to the Moderating Role of Residents and Domestic Tourists of Kerman City. JOURNAL OF GEOGRAPHY AND URBAN SPACE DEVELOPMENT, 5(1 (8) ), 53-56. SID. https://sid.ir/paper/738858/en

Vancouver: Copy

Poursaeed Mohammadmehdi, Barzgarpour Mahboubeh. The Impact of Place Branding Complexity on Word of Mouth Advertising with Respect to the Moderating Role of Residents and Domestic Tourists of Kerman City. JOURNAL OF GEOGRAPHY AND URBAN SPACE DEVELOPMENT[Internet]. 2018;5(1 (8) ):53-56. Available from: https://sid.ir/paper/738858/en

IEEE: Copy

Mohammadmehdi Poursaeed, and Mahboubeh Barzgarpour, “The Impact of Place Branding Complexity on Word of Mouth Advertising with Respect to the Moderating Role of Residents and Domestic Tourists of Kerman City,” JOURNAL OF GEOGRAPHY AND URBAN SPACE DEVELOPMENT, vol. 5, no. 1 (8) , pp. 53–56, 2018, [Online]. Available: https://sid.ir/paper/738858/en

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