Foreword ..................................................... xvii
Preface ..................................................... xviii
Section 1. Place Branding: Developing Favorable Place Image
and Identity
Chapter 1
Defining Place Image ............................................ 1
Candi Clouse, Cleveland State University, USA
Ashutosh Dixit, Cleveland State University, USA
Chapter 2
Do Places Have a Personality? A Perspective from Place
Branding ....................................................... 21
Sonya Hanna, Bangor University, UK
Jennifer Rowley, Manchester Metropolitan University, UK
Chapter 3
A Theoretical Approach for Sustainable Communication in City
Branding: Multilateral Symmetrical Communication Model ......... 41
Ayşe Banu Bigakgi, Yeditepe University, Turkey
Zeynep Genel, Yeditepe University, Turkey
Chapter 4
Steps toward a City Marketing Mix and Its Perception
Measurement .................................................... 67
Katja Udir Mišič, University of Maribor, Slovenia
Klement Podnar, University of Ljubljana, Slovenia
Section 2. Place Branding Tools and Methods
Chapter 5
Urban Design and the Entrepreneurial City: Place Branding
Theory and Methods ............................................. 88
Alamira Reem Bani Hashim, University of California
Berkeley, USA
Chapter 6
Exploring City Branding as a Tool to Conserve Urban Green
Infrastructure in Developing Countries ........................ 112
Bhaskar Padigala, Centre for Environmental Planning and
Technology University, India
Chapter 7
Promoting City Branding by Defining the Tourism Potential
Area Based oft GIS Mapping .................................... 140
Ya-Hui Hsueh, National Taichung University of Education,
Taiwan Chia-Chih Chang, National Taichung University of
Education, Taiwan
Chapter 8
Business Fabric and Place Branding: Measuring
Entrepreneurship at the Street Scale .......................... 157
Philip Speranza, University of Oregon, USA
Benjamen Prager, University of Oregon, USA
Chapter 9
Building City Brand through Social Media: The Effect of
Social Media Brand Community on Brand Image ................... 181
Linda Lea Elisabet Muinonen, Aalto University School of
Business, Finland
Ashish Kumar, Aalto University School of Business, Finland
Chapter 10
City Branding and the Power of Netnography in the Era of
Social Media .................................................. 202
Tuǧba Ozboluk, Bozok University, Turkey
Section 3. Strategic Place Branding: Attracting Tourism and
Investment to Cities, Regions and Nations
Chapter 11
The Role of Culture in City Branding .......................... 227
Selda Uca Ozer, Trakya University, Turkey
Chapter 12
The Effect of Religious Affiliation on Nation/Place Image ..... 245
Ihsan Kurar, Akdeniz Universitesi, Turkey
Saadet Zafer Kavacik, Akdeniz Üniversitesi, Turkey
Mehmet Eminİnal, Alanya Alaaddin Keykubat Universitesi,
Turkey
Chapter 13
The Role of Movies/TV Series in Building Country/City/
Destination Brands ............................................ 269
Ramazan Pars Şahbaz, Gazi University, Turkey
Ali Turan Bayram, Sinop University, Turkey
Chapter 14
Country of Origin Effects: The Interaction of Place and
Product? ...................................................... 283
Nick Clifton, Cardiff Metropolitan University, UK
Chapter 15
Health Tourism-Based Destination Marketing .................... 308
Maside Gürcü, Bozok University, Turkey
Dilaver Tengilimoǧlu, Atilim University, Turkey
Compilation of References ..................................... 332
About the Contributors ........................................ 386
Index ......................................................... 391
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