Les déterminants de la participation des parties prenantes à une démarche de marketing territorial : le cas d’une marque de territoire française

Abstract : The objective of this paper is to highlight and estimate determinants of stakeholder participa-tion in the territorial marketing approch for a place brand. Based on the content analysis of 25 interviews, validation of two structural equation models was performed. The results confirm that attachment to the place brand has a positive influence on stakeholder participation. Similarly, place brand attachment is positively influenced by ta feeling of regional belonging, or-ganizational commitment and satisfaction with the association supporting the brand.
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Submitted on : Tuesday, November 19, 2019 - 3:37:20 PM
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Cédrine Zumbo-Lebrument, Norbert Lebrument. Les déterminants de la participation des parties prenantes à une démarche de marketing territorial : le cas d’une marque de territoire française. Management international = International management = Gestión internacional, HEC Montréal et Université Paris Dauphine, A paraître. ⟨hal-02370765⟩

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