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All Outputs (5)

Witch City's ‘Haunted Happenings’: Managing Authenticity and Edutainment in Salem, Massachusetts (2023)
Book Chapter
Stewart, H., Todd, L., & Ali-Knight, J. (2023). Witch City's ‘Haunted Happenings’: Managing Authenticity and Edutainment in Salem, Massachusetts. In G. Rossetti, B. Wyatt, & J. Ali-Knight (Eds.), Festivals and Edutainment (26-40). Routledge. https://d

The infamous Salem Witch Trials resulted in the deaths of 20 innocent Puritans accused of witchcraft in 1692. Today, Salem, Massachusetts, has positioned itself as a modern-day Halloween Town where a ‘Disneyfied’ interpretation of its tragic history... Read More about Witch City's ‘Haunted Happenings’: Managing Authenticity and Edutainment in Salem, Massachusetts.

Semiotics of Edinburgh’s Festival City Place-Myth: Management and Community Stakeholders’ Visual Representations of Festival Spaces (2022)
Book Chapter
Todd, L. (2022). Semiotics of Edinburgh’s Festival City Place-Myth: Management and Community Stakeholders’ Visual Representations of Festival Spaces. In A. Smith, G. Osborn, & B. Quinn (Eds.), Festivals and the City: The Contested Geographies of Urban

This chapter explores how two distinct strategic management and local community stakeholder groups engage with a festival city through their visual portrayals of spaces. Informed by festival city discourses and a hallmark event tourism stakeholder ty... Read More about Semiotics of Edinburgh’s Festival City Place-Myth: Management and Community Stakeholders’ Visual Representations of Festival Spaces.

Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe. (2015)
Book Chapter
Todd, L. A. (2015). Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe. In I. S. Yeoman, M. Robertson, U. McMahon-Beattie, E. Backer, & K. Smith (Eds.), The Future of Events and Festivals (157-176). Routledge

INTRODUCTION Relationship principles prevail in consumer marketing practice where brands are imbued with human traits to strengthen their consumer appeal. The brand-as-a-person metaphor has gained momentum in consumer research (Aaker, J. 1997; Aak... Read More about Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe..

Beyond the Fringe: Creativity and the City (2011)
Book Chapter
Ind, N., & Todd, L. (2011). Beyond the Fringe: Creativity and the City. In International Place Branding Yearbook 2011, (47-59). Palgrave Macmillan. https://doi.org/10.1057/9780230343320_5

One of the deep-rooted and long-established ideas of brand building is the need for control. The argument is that, for consumers and other stakeholders to have a clear understanding of a brand, there needs to be consistency of communication and actio... Read More about Beyond the Fringe: Creativity and the City.