A stakeholder approach to the regulation of on-premise signs

Auffrey, Christopher, Issac, Matthew, Kopp, Steven, Marriott, Hannah ORCID: https://orcid.org/0000-0002-4439-1213, Sundar, Aparna, Taylor, Charles and Velasco Vizcaino, Franklin 2024. A stakeholder approach to the regulation of on-premise signs. Interdisciplinary Journal of Signage and Wayfinding 8 (1) 10.15763/issn.2470-9670.2024.v8.i1.a146

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Abstract

Using stakeholder theory, this article introduces a framework to inform decision making with respect to the regulation of on-premise signs. Because signage resides in a broader, shared environment and its regulation largely takes place at the local level of government, it can be considered unique among most other marketing-related communications. On-premise signs are important to individual businesses and the communities in which they are used, but at the same time, they are “out in the world,” cannot be avoided, and may not be relevant to or welcomed by many consumers who are exposed to them. A transformative consumer research lens is applied in this article to arrive at regulatory recommendations that balance the interests of the business with the interests of consumers, the general public, and other stakeholders.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Date of First Compliant Deposit:	17 October 2024
Date of Acceptance:	2024
Last Modified:	29 Oct 2024 10:45
URI:	https://orca.cardiff.ac.uk/id/eprint/172976

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