Document Type
Article
Publication Date
7-14-2025
Keywords
on-premise signage, stakeholder theory, transformative consumer research, regulation
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.
Citation
Auffrey, C., Isaac, M. S., Kopp, S. W., Marriott, H., Sundar, A., Taylor, C. R., & Velasco Vizcaino, F. (2025). A Stakeholder Approach to the Regulation of On-Premise Signs. Interdisciplinary Journal of Signage and Wayfinding, 5 (1), 28-41. https://doi.org/https://doi.org/10.23919/ICN.2024.0003
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
