The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland.,This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs.,Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing.,This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.

中文翻译：

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借地品牌：出版业中小型企业的产品品牌

本文的目的是通过经验方法测试公司规模如何影响苏格兰图书行业的中小型企业（SME）在产品品牌推广中使用苏格兰的地名品牌。本文采用混合方法研究通过对208个在线书摘中的苏格兰的地名品牌标识符进行分析，分析了苏格兰书业中小型企业对产品品牌的地名采用。分析结果表明，在苏格兰出版业的中小型企业中，规模较小的公司更多可能是在产品营销中使用苏格兰地名品牌标识符。，这是第一项从营销角度分析书刊模糊不清的研究，并且是有关产品地域联合品牌的少数文章之一。此外，