Abstract

GOUVEIA, Manuel; ARAGONEZ, Teresa  and  SAUR-AMARAL, Irina. Brand image of the region Center of Portugal as seen by its residents. TMStudies [online]. 2015, vol.11, n.2, pp.93-102. ISSN 2182-8458.  https://doi.org/10.18089/tms.2015.11212.

The main objective of this research was the development of empiric knowledge about the opinions of the region residents, regarding their levels of identification with the region and its brand, and their level of attachment to this new geographical reality.  The selected methodology went through an initial qualitative approach, followed by a quantitative one. Regarding the quantitative study, a questionnaire was applied to the region residents from witch was obtained a sample of 2.050 individuals. Although the results show that it isn’t easy for the respondents to separate the brand from the region, it was possible to identify the variables that influence residents’ brand and region perceptions, and conclude that respondents associate the same characteristics and attributes to the brand and to the region.

Keywords : Place marketing; place branding; region Center of Portugal; regional image; regional development.

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