Region brand legitimacy: towards a participatory approach involving residents of a place
基于法国居民调查数据，研究了区域品牌广告合法性如何影响营销传播效果，发现针对企业、居民或游客的广告比联合品牌推广本地产品更具合法性，并提出了适应公私混合组织的民主合法性新表达。
Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.