Contingent self-definition and amorphous regions: A dynamic approach to place brand architecture. (March 2018)

• Record Type: Journal Article
• Authors: Dinnie, Keith
• Is Part Of: Marketing theory. Volume 18:Number 1(2018)
• Page Start: 31
• Page End: 53
• Publication Date: 2018-03
• Subjects: Brand architecture -- contingent self-definition -- place branding -- region brands -- the Netherlands; Marketing -- Social aspects -- Periodicals; Marketing research -- Periodicals; Marketing research -- Methodology -- Periodicals; Marketing -- Periodicals; 381.01
• DOI: 10.1177/1470593117708467
• Languages: English
• ISSNs: 1470-5931

Abstract

This article explores the concept of contingent self-definition, whereby place brands employ flexible self-definitional approaches in constructing their place brand architecture. Adopting a view of regions as social constructs, the article builds on and extends previous work on place brand architecture by identifying the underlying factors that drive contingent self-definition decisions. Based on an empirical study of professionals tasked with managing region brands in the Netherlands, 11 factors are identified as drivers of contingent self-definition by place brands. These factors are grouped into four thematic categories: (i) external perceptions, (ii) proximity, (iii) brand relationships, and (iv) politics and power. A dynamic approach to place brand architecture is advocated, foregrounding the amorphous character of regions as social constructs that defy reification solely as fixed territorial-administrative spaces.