Determinants of Stakeholder Participation in a Place Marketing Approach: The Case of a French Place Brand
The objective of this paper is to highlight and estimate determinants of stakeholder participation in the territorial marketing process of a place brand. Based on the content analysis of 25 interviews, validation of two structural equation models is performed. The results confirm that attachment to the place brand has a positive influence on stakeholder participation. Similarly, place brand attachment is positively influenced by the sense of regional belonging, organizational commitment and satisfaction with the association supporting the brand.