David Gertner

Bio: David Gertner is an academic researcher from Pace University. The author has contributed to research in topics: Place branding & Marketing management. The author has an hindex of 9, co-authored 16 publications receiving 2221 citations.

Country as brand, product, and beyond: A place marketing and brand management perspective

Abstract: This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.

Unfolding and configuring two decades of research and publications on place marketing and place branding

Abstract: In the past few decades, a growing number of communities, cities, states/provinces, nations and regions have adopted marketing and branding concepts and tools to attract investors, visitors, residents, events and so on. The prolific body of literature on ‘place marketing’ and ‘place branding’ produced and the vast number of venues for publication of articles on these subjects corroborate the growing importance of the area for both scholars and practitioners. This article unfolds and configures 212 articles on ‘place marketing’ and ‘place branding’ produced by 280 authors and published by 43 periodicals over a two-decade period. It concludes that, in spite of the fact that ‘place marketing’ and ‘place branding’ research have steadily intensified, the assessment of the articles published between 1990 and 2009 on these topics, conducted for this investigation, gives rise to some questions about the future of the field.

How can a place correct a negative image

Abstract: A place's image shapes the way citizens, visitors and businesses respond to it. Therefore, a place must manage its image. Unfortunately, most places in the world carry some negative associations that affect certain groups and interfere with the place's health. Place leaders need to figure out how to overcome the negatives, either by ignoring them, reversing them into positives or even by overwhelming them with other positives. This paper will look at what determines a place's image, the challenge of strategic image management and specific tools for confronting negative image problems.

A (tentative) meta-analysis of the ‘place marketing’ and ‘place branding’ literature

Abstract: Communities, cities, states, nations and regions have progressively applied more marketing and branding concepts and tools to boost exports and attract investors, businesses, visitors, residents, events and other important sources of revenue. These ubiquitous marketing efforts suggest that geographic locations have been managed as resolutely as products and brands. Furthermore, a rising number of practitioners and scholars have written about ‘place marketing’ and ‘place branding’. In the face of increasing interest in this area of study, the initial objective of this investigation was to develop a meticulous meta-analysis of nearly two decades of research on ‘place marketing’ and ‘place branding’. However, the multiplicity of subject matters covered in the literature, combined with the relentless use of case studies and other qualitative methods, hindered the use of the appropriate meta-analysis statistical tools. After a meticulous analysis of 211 articles (out of 259 articles identified), produced by 280 authors and published by 43 periodicals over a two-decade period, this article suggests ways to move the field from a descriptive to a normative stage of building theoretical knowledge.

Destination Branding: Insights and Practices from Destination Management Organizations

Abstract: Although the concept of branding has been applied extensively to products and services, tourism destination branding is a relatively recent phenomenon. In particular, destination branding remains narrowly defined to many practitioners in destination management organizations (DMOs) and is not well represented in the tourism literature. Consequently, this study has three goals. First, it attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. Second, it seeks to refine and enhance the definition of destination branding (acceptable to and understood by tourism destination managers) to more fully represent the complexities of the tourism product. Third, and most importantly, it seeks to improve our understanding of current destination branding practices among DMOs. The findings indicate that although DMO executives generally understand the concept of destination branding, respondents are implementing only selective aspects of this conc...

Understanding how consumers view green hotels: how a hotel's green image can influence behavioural intentions

Abstract: As the public is increasingly concerned about environmental issues, green management is rapidly becoming a strategic tool that can enhance a hotel's competitive advantage. This study explores how to develop the image and branding of a green hotel using the concepts of cognitive, affective and overall images. The study, based on a survey of 416 hotel users, also investigates how a green hotel image can affect behavioural intentions (i.e. intention to revisit, intention to offer positive recommendations to others and willingness to pay a premium). The findings confirm that cognitive image components (namely value and quality attributes) can exert a positive influence on a green hotel's affective and overall images. The affective image is also found to positively affect a green hotel's overall image. A green hotel's overall image, in turn, can contribute to more favourable behavioural intentions. Quality attributes were found to be more powerful than value attributes. The importance of the concept of selfish...

Relational network brands: Towards a conceptual model of place brands

Abstract: This paper develops a conceptual model of the place brand which goes beyond the conceptualisations currently to be found in the literature and, it is argued, reflects more closely the reality faced by those who market places as destinations. The paper begins with an analysis of the classical branding literature and a review of the emerging literature associated with the relational exchange and the network marketing paradigms. Four streams of thought are identified as regards the nature of brands. These include the brand as a communicator, the brand as a perceptual entity or image, the brand as a value enhancer and the brand as a relationship. A review of the place marketing literature suggests that the focus to date has been on brands as perceptual entities or images. The paper argues that such conceptualisations seriously limit the development of place brands in general and destination brands in particular. A model of the place brand is presented based upon the concept of a brand as a relationship with c...