%0 Journal Article
%T Contingent self
%A Keith Dinnie
%J Marketing Theory
%@ 1741-301X
%D 2018
%R 10.1177/1470593117708467
%X This article explores the concept of contingent self-definition, whereby place brands employ flexible self-definitional approaches in constructing their place brand architecture. Adopting a view of regions as social constructs, the article builds on and extends previous work on place brand architecture by identifying the underlying factors that drive contingent self-definition decisions. Based on an empirical study of professionals tasked with managing region brands in the Netherlands, 11 factors are identified as drivers of contingent self-definition by place brands. These factors are grouped into four thematic categories: (i) external perceptions, (ii) proximity, (iii) brand relationships, and (iv) politics and power. A dynamic approach to place brand architecture is advocated, foregrounding the amorphous character of regions as social constructs that defy reification solely as fixed territorial-administrative spaces
%K Brand architecture
%K contingent self-definition
%K place branding
%K region brands
%K the Netherlands
%U https://journals.sagepub.com/doi/full/10.1177/1470593117708467