The contribution of CSR activity to perceptions of a place brand - The case of Bristol

Bowden-Green, Tom; Knight, Hanne

Abstract

Socio-economic cohesion might otherwise be described as the integration of ‘social and environmental topics’ into ‘business activities’, which Öberseder et al (2014) describe as corporatesocial responsibility (CSR). Previous studies have investigated the ‘brand personality’ of places, yet little is known aboutthe contribution of place-specific CSR activities to brand perception. This paper therefore makes an important theoretical contribution whilst also encouraging further consideration of place-based CSR when marketing a place brand.

• Presentation Conference Type: Presentation / Talk
• Conference Name: Academy of Marketing Conference 2024
• Start Date: Jul 1, 2024
• End Date: Jul 4, 2024
• Acceptance Date: Apr 15, 2024
• Deposit Date: Sep 12, 2024
• Publicly Available Date: Sep 23, 2024
• Peer Reviewed: Not Peer Reviewed
• ISBN: 9781399990608
• Public URL: https://uwe-repository.worktribe.com/output/12885769
• Related Public URLs: https://academyofmarketing.org/wp-content/uploads/2023/10/AM2024-PROCEEDINGS-.pdf