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The role of place in city centre retailing
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)In: Place Branding and Public Diplomacy, ISSN 1751-8040, E-ISSN 1751-8059Article in journal (Refereed) Epub ahead of print
Abstract [en]

City centre offerings, including shopping, restaurants and cafés, and a lively atmosphere are vital place attributes, which together with several other elements create an attractive place. However, city centre retailing is facing serious competition from e-commerce and external shopping malls, and dying city centres appear to have become a worldwide epidemic in the last decade. To retain visitors in the city centre is a prioritized issue and a current topic, for both retail and place branding research. In the present study the role of different elements of city centre retailing in the promotion of a city as a retail destination is explored by analysing photos published on Instagram by a Town Centre Management initiative. The following research question is answered: What role can the place play in city centre retailing? The study is inter-disciplinary, showing how retail attributes and place elements can reinforce each other and together offer opportunities for unique customer experience in a city centre, for the benefit of both retailing and the city brand. Three dominant visual themes of the place’s role in the marketing of a city centre are identified: the place as a frame, the place as a living room, and the place as a stage.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2019.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-400622DOI: 10.1057/s41254-019-00158-yOAI: oai:DiVA.org:uu-400622DiVA, id: diva2:1381917
Available from: 2019-12-30 Created: 2019-12-30 Last updated: 2019-12-31

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Publisher's full texthttps://doi.org/10.1057/s41254-019-00158-y

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Westergren, Jakob

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