Qualitative Market Research: Volume 19 Issue 2

Guest editorial

Charles Dennis, T C Melewar, Chiara Mauri

The importance of brand architecture in business networks: The case of tourist network contracts in Italy

Selena Aureli, Fabio Forlani

This study aims to understand if network brand management is a key activity in tourism business networks and how the network brand relates to the place brand and the brands of…

Cooperative behaviour and place branding: a longitudinal case study in Italy

Chiara Rinaldi, Alessio Cavicchi

This paper aims to understand the motivations driving cooperative behaviour between heterogeneous stakeholders in place-branding activities, focusing on contract-based and…

Pre-event marketing and territorial governance: the case of Monza and Brianza province

Laura Gavinelli, Maria Cristina Morra, Angelo Di Gregorio

The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the…

Challenges in Italian wine routes: managing stakeholder networks

Ilenia Bregoli, Martin Hingley, Giacomo Del Chiappa, Valeria Sodano

The aim of this article is to analyse how wine and tourism operators understand the concept of a wine route, to determine the impact that definition can have on the extent to…

Corporate social responsibility: engaging the community

Linda Deigh, Jillian Farquhar, Maria Palazzo, Alfonso Siano

This paper aims to extend corporate social responsibility (CSR) theory by exploring how firms engage with community. The community is frequently cited as a stakeholder of the…

A framework of place branding, place image, and place reputation: Antecedents and moderators

Pantea Foroudi, Suraksha Gupta, Philip Kitchen, Mohammad M. Foroudi, Bang Nguyen

This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in…