Value in the territorial brand: The case of champagne

Purpose– The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and individual brands – using champagne as a means of exploring this.Design/methodology/approach– The project was exploratory and a qualitative process involving interviews with key actors in the region was adopted.Findings– Members of the champagne industry adopt a range of views about the nature of value, focusing on image, reputation and perceived quality, but varying between an individualist approach (which considers that value creation lies with the proprietary brands) and a more collectivist perspective, which considers it is predominantly the result of the territorial brand.Research limitations/implications– Research into the organisation of territorial brands is just beginning; while merely exploratory this research suggests that issues around value merit further consideration.Practical implications– Actors within a territorial brand need to clearly negotiate how they view value in order to maintain coherence and a common message. They may also need to pay more attention to issues around brand co-creation.Originality/value– No research in this precise field has previously been carried out and this study highlights variations in the perceptions of key actors within a territorial brand.</jats:sec

Liminality and festivals - Insights from the East

This research extends our knowledge of liminality through investigating how the liminal experiences of festival-goers are constructed in a Chinese music festival context. The research employs a multi-site data collection approach undertaking field observations and 68 in-depth semi-structured interviews at seven music festivals across three years. The study contributes to the theoretical development of a liminality framework by providing empirical evidence of the nature of liminality. It extends our understanding of event tourist experiences by highlighting the development and role of three types of communitas and identifying six stages within a rite of passage. The resulting multifaceted coexistence of liminal behaviours and identity with everyday routine life provides a new approach to the critical understanding of the role of liminality