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https://www.um.edu.mt/library/oar/handle/123456789/93518| Title: | Experiencing a European Capital of Culture brand : a longitudinal case study of Valletta 2018 |
| Authors: | Said, Emanuel Restuccia, Mariachiara Borg, Sarah |
| Keywords: | European Capitals of Culture (Initiative) Branding (Marketing) -- Malta Communication -- Malta Valletta 2018 European Capital of Culture Valletta 2018 Foundation |
| Issue Date: | 2019 |
| Publisher: | AIMAC |
| Citation: | Said, E., Restuccia, M., & Borg, S. (2019). Experiencing a European Capital of Culture brand : a longitudinal case study of Valletta 2018. 15th International Conference on Arts and Cultural Management (AIMAC 2019) Ca’ Foscari, Venice. |
| Abstract: | By combining city branding and cultural branding, this paper explores how audiences engage with a European Capital of Culture (ECoC) as a brand through a variety of direct and indirect encounters. By focussing on Valletta 20181, audiences’ experience of the ECoC brand is measured both before and during the city hosts it. Based on a project sponsored by the Valletta 2018 Foundation and in collaboration with the Maltese app developer Just Some Coding Ltd, this paper presents the findings from a longitudinal and multi-method case study. |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/93518 |
| Appears in Collections: | Scholarly Works - FacEMAMar |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Experiencing_a_european_capital_of_culture_brand.pdf Restricted Access | 517.24 kB | Adobe PDF | View/Open Request a copy |
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