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Chapter 1. Region Brand Legitimacy

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Chapter 1. Region Brand Legitimacy THÈSE de DOCTORAT opérée au sein de l’Université Clermont Auvergne École Doctorale No. 245 École Doctorale des Sciences Économiques, Juridiques, Politiques et de Gestion Doctorat en Sciences de Gestion Équipe d’Accueil No. 3849 Centre de Recherche Clermontois en Gestion et Management Soutenue publiquement le 11 septembre 2017, par : Emeline MARTIN L’EFFICACITÉ DE LA MARQUE TERRITOIRE PERCEPTIONS D’UNE MARQUE RÉGION PAR LES HABITANTS, LES MANAGERS ET LES TOURISTES PLACE BRAND EFFICIENCY RESIDENT, MANAGER AND TOURIST PERCEPTIONS OF THE REGION BRAND Devant le jury composé de : Directeur de thèse Sonia CAPELLI Professeur des Universités, Université Jean-Moulin Lyon 3 Rapporteurs Alain DECROP Professeur des Universités, Université de Namur Dominique KREZIAK Maître de Conférences HDR, Université Savoie-Mont-Blanc Suffragants Camille CHAMARD Maître de Conférences, Université de Pau et des Pays de l’Adour Nathalie FLECK Professeur des Universités, Université du Maine Sylvain MARSAT Professeur des Universités, Université Clermont Auvergne L’Université n’entend donner aucune approbation ni improbation aux opinions émises dans les thèses : ces opinions doivent être considérées comme propres à leurs auteurs. ABSTRACT In the globalized world, Nowhere, Place, is directly competing against Powerful, World, to attract residents, tourists and talent, as well as firms and investments, whether the place is a meta-region, a country, a region, a city or other locations. Whilst places and destinations around the world have been proclaiming their qualities for a long time (e.g. ‘What happens in Vegas stays in Vegas’), mainly to create awareness or maintain preference, those marketing communications campaigns are short-term and don’t contribute to unifying the place offerings (e.g. the campaigns don’t take into account that Vegas is a city located in Nevada, and that Nevada is a state in the United States). To compete in such cutthroat environments, public authorities and place agencies have started to recognize the value of adopting branding techniques by way of practising place branding. Place branding adapts several tools developed in the field of commercial branding to contribute to place development and establish image- building strategies that render places more attractive to identified markets. However, a place is a ‘particular product’ that is multi-faceted, within which converges a multitude of diverse stakeholders with competing visions and expectations. The success of a place brand therefore depends on stakeholder management. As such, this doctoral work endeavours to adapt mainstream marketing concepts to the context of place branding, taking into account the views of three groups of stakeholders to enhance place brand efficiency. I address these research questions in a French region-branding context, according to three sub-questions that summarize the chapters of this thesis. First, what is the advertising legitimacy of a place brand as perceived by the residents? Does it influence place-branding efficiency? The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. My co-author and I highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations. Second, to what extent do place brand managers use community marketing strategies to operationalize the integrated marketing communications (IMC) role of the place brand? A developed typology of French ‘integrated’ region brands distinguishes between ‘communal region brands’ and ‘IMC-orientated region brands’. Then, results show two categories of ‘communal region brands’: to the pretext of IMC, one region brand community rests on terminal values whilst the other is based on instrumental values. Third, to what extent does the region brand image constitute a relevant vehicle for promoting a destination integral to the nation brand image, as perceived by international tourists? Results show that the representational and functional dimensions of a destination brand impact differently implicit attractiveness and intentions to visit. International tourists also perceive the region and the nation brand images as congruent overall, which contributes positively to their intentions to visit the region. From a theoretical point of view, this research highlights the importance of adopting a multi-stakeholder approach to understanding place branding. Doing so contributes to the development of empirical evidence in the domain, by studying the understudied region branding form. This dissertation also highlights similarities with commercial branding and reinforces the external validity of three classic marketing concepts. The methodological implications of this work come from the different methodological approaches (i.e. measurement tools and methods), developed to meet the specificities and vii stakes associated with the main stakeholders of a place brand. In addition, this approach reinforces the internal validity of the present research and contributes to ruling out the existence of a declarative bias. The managerial contributions of this thesis are connected with the methodological implications, inasmuch as it provides place brand managers with diverse analysis grids that will enable them to take into account the specificities and stakes associated with the main stakeholders of the place brand, and also involve stakeholders in the place- branding process. Finally, I demonstrate the need for an IMC approach that is per se—for example, through the use of an overall brand positioning that covers shared elements between stakeholders so that they all relate to the place brand, or through the adoption of a bottom-up rather than top-down approach to place branding. This approach also should be able to extend to other place scales, by leveraging the image of a higher-order place. Keywords: Place branding, place marketing, region, destination, stakeholders, advertising legitimacy, brand community, brand dimensions, representationality, functionality, congruence, integrated marketing communications viii RÉSUMÉ Dans un contexte de mondialisation, la concurrence accrue entre les territoires, dont l’objectif premier est de capter des habitants, des touristes et des entreprises, exacerbe les enjeux liés à leur attractivité. Afin de se différencier dans un tel environnement concurrentiel, les collectivités territoriales et leurs agences de développement adoptent des approches de marketing territorial et commencent à mettre en place des techniques de marquage (dites place branding). Le place branding reprend plusieurs outils issus du domaine de la marque commerciale de manière à contribuer au développement du territoire et à son attractivité. Toutefois, le territoire est un « produit particulier » qui regroupe diverses parties prenantes dont les visions et les attentes vis-à-vis du territoire peuvent diverger. Le succès d’une marque territoire reposera alors en partie sur la gestion de ces parties prenantes. Dès lors, ce travail doctoral entreprend d’adapter au contexte du place branding des concepts de marketing, en considérant les perceptions de trois groupes de parties prenantes, en vue d’améliorer l’efficacité de la marque territoire. Cette problématique de recherche est abordée selon trois questions de recherche dans le contexte français du marquage d’une région : (1) Quelle est la légitimité publicitaire d’une marque territoire, telle que perçue par ses habitants ? Influence-t- elle l’efficacité des actions de place branding ? Les résultats montrent que la légitimité publicitaire est un médiateur de la relation entre l’exposition à une annonce et son efficacité. Également, la marque territoire est perçue comme étant plus légitime dans une publicité ciblant les entreprises, les habitants ou les touristes que dans la promotion de produits locaux par le biais du co-branding. En outre, une nouvelle expression de la légitimité démocratique est mise en évidence, laquelle est adaptée aux organisations hybrides (publiques–privées). (2) Dans quelle mesure les gestionnaires de marques territoires ont recours à des stratégies de marketing communautaire afin d’implémenter une communication marketing intégrée (CMI) ? Une typologie est dressée à la suite d’une analyse de contenu des sites internet des marques régions françaises à vocation « intégrées » ; cette dernière propose de distinguer les « marques régions communautaires » des « marques régions ‘intégrées’ ». Des entretiens individuels approfondis auprès des représentants des « marques régions communautaires » apportent par la suite des précisions sur la nature de ces communautés, fondées sur des valeurs instrumentales pour l’une et terminales pour l’autre. (3) Dans quelle mesure l’image de la marque région constitue-t-elle un vecteur pertinent de la promotion d’une destination, complémentaire à celle de la marque pays, auprès des touristes internationaux ? Les résultats montrent que les dimensions représentationnelle et fonctionnelle de la marque destination influencent différemment l’attractivité implicite et les intentions de visiter. Les touristes internationaux perçoivent également les images des marques région et pays comme étant globalement congruentes, ce qui contribue positivement à leurs intentions de visiter la région. D’un point de vue théorique, cette recherche doctorale souligne l’importance
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