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PhD Research Student

Title of research: How do small communities identify, utilize, and communicate cultural values in place branding imagery?

Area of PhD research: Place branding

Qualifications: Master in Management; PG in Economics; Bachelor Degree in Law.

PhD start date: February 2007

Supervisors: Associate Professor Juergen Gnoth and Dr Maree Thyne

Email: adriana.campelo@otago.ac.nz

Adriana's research and publications

Research aim

Among the strategies to strengthen a place economy, the development of a brand is an important tool able to reflect a place’s attributes. A positive place image offers competitive advantages in many aspects of a local economy: promoting its tourism sector and opening new markets for its products. Moreover, a place brand is not only to expand or divulge place values, or create awareness about the place, but also to play a domestic role in enhancing the ontological features of place. This PhD research is about how communities identify, utilize, and communicate cultural values in place branding imagery.

Refereed journal articles

Campelo, A., Aitken, R. & Gnoth, J. (2010). Visual rhetoric and ethics in marketing of destinations. Journal of Travel Research. doi: 10.1177/0047287510362777

Aitken, R. & Campelo, A. (forthcoming 2011). The four R's of place branding. Journal of Marketing Management.