The thesis presents a comprehensive conceptual framework of stakeholder brand engagement with a place brand identity. The framework comprises of typology of stakeholder brand engagement in place branding context as well as drivers, inhibitors, manifestations and outcomes of such engagement.
Field of Research
150503 - Marketing Management (incl. Strategy and Customer Relations) 100%
Socio Economic Objective
970115 - Expanding Knowledge in Commerce, Management, Tourism and Services 100%
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