Borrowing place brands: product branding from SMEs in the publishing industry. Issue 2 (16th December 2019)

• Record Type: Journal Article
• Authors: Noorda, Rachel L.
• Is Part Of: Journal of research in marketing and entrepreneurship. Volume 21:Issue 2(2019)
• Page Start: 57
• Page End: 75
• Publication Date: 2019-12-16
• Subjects: Scotland -- Small to medium sized enterprises -- Corpus linguistics -- Product brand -- Book blurb -- Place brand; Entrepreneurship -- Periodicals; Marketing -- Periodicals; Electronic journals; 658.8
• DOI: 10.1108/JRME-07-2017-0022
• Languages: English
• ISSNs: 1471-5201

Abstract

Abstract : Purpose: 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. Design/methodology/approach: 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. Findings: 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. Originality/value: 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.