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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Conventions Held By Associations: A Case Study Of Buyers And Suppliers In An Emerging Conference Destination, Monica Millar, Gregory M. Kerr
Conventions Held By Associations: A Case Study Of Buyers And Suppliers In An Emerging Conference Destination, Monica Millar, Gregory M. Kerr
Gregory Kerr
Conventions constitute one of the fastest growing segments of business tourism, with association conventions being an important sub-segment. Associations are membership-based organisations centred on a business specialisation or common interest. Many destinations have been pursing this segment to host some of the hundreds of conventions held annually by associations. Greater knowledge of associations on the part of location marketers and managers of the relevant businesses contained within the location will improve decision making and most likely lead to more opportunities. This study examines the case of the City of Wollongong, which is attempting to obtain a greater market share of …
Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr
Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr
Gregory Kerr
The sports industry is an important one; it is estimated to be the 11th largest industry in the United States. Within this industry, individual sports, at both the amateur and professional levels, compete for talented players, supporters, government funding, and sponsorship dollars. It is therefore important for sports to manage their sports brands. We use Lederer and Hill’s (2001) brand molecule concept to explain the brand management implications for a professional, national sports team, the Bulldogs, a Sydney-based team in Australia’s National Rugby League competition. The brand molecule highlights for the brand manager the positive and negative atoms that comprise …
The Role Of Community Leaders As 'Senior Managers' In Place Brand Implementation, Greg Kerr, Gary Noble, John Glynn
The Role Of Community Leaders As 'Senior Managers' In Place Brand Implementation, Greg Kerr, Gary Noble, John Glynn
Gregory Kerr
Brand management is now being applied to places to stimulate economic and social development. While the literature advocates the benefits, it suggests that the process of implementation is not understood. Referring to the corporate brand-place brand analogy and the important role of senior management in corporate branding, this paper examines the role of community leaders, as the senior management equivalent, in two cities which have implemented a place brand strategy. This paper provides an insight into the importance of community leaders as drivers of the place brand as well as the cultural change which may be required to ensure the …