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People and planet first

2025-02Artigo científico Acesso aberto
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dc.contributor.authorReis, João Pedro
dc.contributor.authorHenriques, Denise
dc.contributor.institutionInstituto de Comunicação da NOVA (ICNOVA)
dc.contributor.pblOBSERVARE - Observatorio de Relacoes Exteriores (Observatory for External Relations)
dc.date.accessioned2026-03-12T11:49:02Z
dc.date.available2026-03-12T11:49:02Z
dc.date.issued2025-02
dc.descriptionUID/05021/2025 https://doi.org/10.54499/UID/05021/2025
dc.description.abstractThis article suggests a new approach to place branding and place marketing, applied to a case study – the Dão Wine region – and focused on People and Planet, rather than on consumer or customer-centric approaches, which have been used extensively in marketing. Methodology includes literature review, data collection, interviews, empathy maps and field observation in the region. Main findings show the relevance of an expanded perspective of People and Planet marketing mix applied to place brands and place marketing versus the traditional approach used in commercial brands.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent21
dc.format.extent775549
dc.identifier.doi10.26619/1647-7251.DT0125.4
dc.identifier.issn1647-7251
dc.identifier.otherPURE: 157165379
dc.identifier.otherPURE UUID: c7e4cfc6-6477-4752-9c07-38d3d688b06b
dc.identifier.otherScopus: 86000040012
dc.identifier.urihttp://hdl.handle.net/10362/201312
dc.identifier.urlhttps://www.scopus.com/pages/publications/86000040012
dc.language.isoeng
dc.peerreviewedyes
dc.relationinfo:eu-repo/grantAgreement/FCT/Avaliação UID 2023%2F2024/UID%2F05021%2F2025/PT
dc.subjectCustomer/consumer-centric
dc.subjectDão wine region
dc.subjectPeople and Planet First
dc.subjectPlace brand
dc.subjectPublic Diplomacy
dc.subjectPolitical Science and International Relations
dc.subjectLaw
dc.titlePeople and planet firsten
dc.title.subtitleTesting an approach to place branding in the Dão Wine Regionen
dc.typejournal article
degois.publication.firstPage73
degois.publication.issue2
degois.publication.lastPage93
degois.publication.titleJanus.net
degois.publication.volume15
dspace.entity.typePublication
rcaap.rightsopenAccess

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