Borrowing place brands: product branding from SMEs in the publishing industry

IF 2 Q3 BUSINESS

Journal of Research in Marketing and Entrepreneurship Pub Date : 2019-12-16 DOI:10.1108/jrme-07-2017-0022

Rachel Noorda

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引用次数: 2

Abstract

The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland.,This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs.,Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing.,This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.

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借用地方品牌:出版业中小企业的产品品牌化

本文的目的是实证检验公司规模如何影响苏格兰图书行业中小企业在产品品牌中使用苏格兰本土品牌。，本文采用混合方法，通过分析208个在线图书简介语料库中的苏格兰地方品牌标识符，调查苏格兰图书行业中小企业对产品品牌的地方品牌采用情况。，分析结果显示，在苏格兰出版业的中小企业中，较小的公司更有可能在产品营销中使用苏格兰地名品牌标识符。，这是第一篇从营销角度分析书籍简介的研究，也是为数不多的关于产品-场所联合品牌的文章之一。此外，中小企业的品牌化是一个相对较新且未知的研究领域，本研究对此做出了贡献，而图书出版中的品牌化也是一个几乎没有研究的领域，该研究提供了关于场所品牌和产品品牌之间关系的新的实证数据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Marketing and Entrepreneurship BUSINESS-

CiteScore

3.00

自引率

36.80%

发文量

期刊介绍： The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies