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PLAZA, B, HAARICH, SN and WALDRON, CM (2013)

Picasso's Guernica: The strength of an art brand in destination e-branding.

INTERNATIONAL JOURNAL OF ARTS MANAGEMENT, 15(3), 53-64.

ABSTRACT: Places and their public authorities increasingly perceive art branding as a tool for raising place visibility, attracting investment and tourism, and enhancing their cultural profiles. Online news aggregators offer new potential for measuring the degree to which places associated with art are “seen” in the media. The authors design and test a method for evaluating the effectiveness of art brand association and awareness in place marketing. The work draws upon a case study of Gernika, (shortened)

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