Naturally Occuring Brands: a New Perspective on Place Marketing

Christine Wright-Isak, Florida Gulf Coast University, USA
Naturally Occurring Brands: A New Perspective on Place Marketing We suggest community types are “natural brands,” because their differentiated imagery has meaning that influences consumer housing choices. Using an unpublished 20 year old study that showed prospective residents compared image and meaning of small town to suburbia and the city in choosing a home as a baseline, in 2009 we tested whether the same associations made between community type, physical image, and meaning continue among Millenials today.
[ to cite ]:
Christine Wright-Isak (2010) ,"Naturally Occuring Brands: a New Perspective on Place Marketing", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 932-934 .