Global media and brand Dubai

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dc.contributor.author Melki, Jad
dc.contributor.author Coombe, William
dc.date.accessioned 2017-10-24T10:20:34Z
dc.date.available 2017-10-24T10:20:34Z
dc.date.copyright 2012 en_US
dc.date.issued 2017-10-24
dc.identifier.issn 1751-8059 en_US
dc.identifier.uri http://hdl.handle.net/10725/6415
dc.description.abstract In the past two decades, Dubai has built a globally resonant place brand image out of an unknown location in the context of often negative regional associations. This case study addressed global news outlets’ role in mediating Dubai's global image and Dubai's long-term ability to capture headlines in Singapore, New York and London. It also examined the various sources shaping professionals’ images of Dubai in these three cities. Finally, the study identified professionals’ specific familiarity with recent Dubai headlines. Results indicated that Dubai has experienced tremendous growth in global media coverage. News media served as a source of substantial but varying importance to the surveyed professionals. Participants from all three cities held Dubai images consistent with prominent newspaper headlines about the city. The findings discourage the use of aggregated global data for marketing decisions and tempers assumed universality of Dubai's image. It urges tying specific media channels to the location of the target audience and using former visitors of a place as effective information sources. en_US
dc.language.iso en en_US
dc.title Global media and brand Dubai en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SAS en_US
dc.author.idnumber 201508744 en_US
dc.author.department Communication Arts en_US
dc.description.embargo N/A en_US
dc.relation.journal Place Branding and Public Diplomacy en_US
dc.journal.volume 8 en_US
dc.journal.issue 1 en_US
dc.article.pages 58-71 en_US
dc.keywords Brand image en_US
dc.keywords Global branding en_US
dc.keywords City branding en_US
dc.keywords Country branding en_US
dc.keywords Dubai en_US
dc.keywords Arab branding en_US
dc.identifier.ctation Coombe, W., & Melki, J. (2012). Global media and brand Dubai. Place Branding and Public Diplomacy, 8(1), 58-71. en_US
dc.author.email jmelki@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://link.springer.com/article/10.1057/pb.2011.29 en_US
dc.author.affiliation Lebanese American University en_US

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