Call for Papers

Marketing Conference Series, November 11^th 2022

Place Marketing & Destination Branding toward Sustainability

Introduction

The Marketing Conference Series 2022 is a networking event for academics and industry professionals to discuss research findings and highlight trends. The first day of conference will include keynote addresses, panel discussions, and academic presentations. The second day will be devoted to a case writing competition, followed by an awards ceremony and the conclusion of the event. This event’s theme is Place Marketing & Destination Branding.

Countries such as Australia, Brazil, and Italy can be characterized in the same way that well-known brands such as Coca-Cola can: as being fun, welcoming, and of a high quality. We proved that locations, like credit cards, supermarkets, or apparel, have the potential to function as brands, and we show that measurable brand perceptions are applicable to all different kinds of brands in the same way. Some products promote their country of origin in order to capitalize on the positive image of their nation’s brand in the international marketplace. For example, Swiss Army Knives or German engineered BMW’s. China is known for low-cost manufacturing and Scandinavian countries are known for their dairy products. Italy is well-known for fashion and Switzerland for banking and watches. People’s perceptions of a country’s friendliness, culture, excitement, and traditionalism, among other characteristics, play a significant role in determining whether or not they will travel there. In addition to this, there is a correlation between favorable perceptions of attributes such as inventiveness, innovation, and the development of infrastructure, and an increase in direct investment from overseas.

Creating a strong brand presence can help a region or destination gain a competitive advantage. While Covid-19 has created a new climate of uncertainty, which has caused disruptions in globalization and international trade, the expanding influence of global media, the rise of place branding efforts, and the mobility of both people and money have continued to fuel interest in destination and place branding. Because of this, there has been a resurgence of interest in the identities of specific locations, as well as their one-of-a-kind qualities and methods of communication. Additionally, this has led to significant advancements in place and destination branding, both in practice and theory. Therefore, it is time to review existing concepts and open up new research perspectives for the theory of place and destination branding, which challenges the dominant logic and methodologies that are currently in use.

 Topics for the conference include but are not limited to:

Smart Destination & Tourism

Place Reputation Marketing & Digital Experience

Nation & City Brand

Conference fees:

The conference will be free for all authors who attend. Acceptance of the paper is contingent on at least one of the authors attending the conference and presenting their paper. Authors are not permitted to present more than two papers.

Organizing Committee

• Associate Professor Vu Anh Dung – Conference Chair
• Prof. Rohit Verma – Conference Co-Chair
• Dr. Trinh Viet Dung – Conference Co-Chair
• Prof. Werner Kunz – Paper Chair
• Associate Prof. Tuan Q. Phan – Case Writing Competition Co-Chair
• Le Quoc Vinh –Case Writing Competition Co-Chair
• Ms. Nguyen Hoai Anh – Marketing & Communication
• Ms. Nguyen Phi Quynh – Website
• Ms. Pham Hong Hanh – Coordinator

Key dates

Call for papers opens:                                                                     28 Aug 2022

Paper submission deadline:                                                          10 Oct 2022

Author notification and Registration opens:                             24 Oct 2022

Main conference:                                                                             11 Nov 2022

SUBMISSION THROUGH EMAIL:

cbmconference@vinuni.edu.vn