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Place branding research: a thematic review and future research agenda

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  • Alok Acharya

    (Indian Institute of Technology (IIT) Roorkee)

  • Zillur Rahman

    (Indian Institute of Technology (IIT) Roorkee)

Abstract

The growth of globalization has intensified the competition among countries, cities and regions to attract various target audiences. Places need different marketing and branding strategies to gain competitive advantage and reputation. This article presents a review of extant place branding literature and identifies various research themes. The 147 articles on place branding were identified from three major global databases published during January 2004 to April 2014 (the last 10 years) in scholarly or academic journals. These articles were examined, analyzed and categorized according to various criteria such as research themes, bibliographic data, method of study, method of data collection, types of data analysis techniques used, conceptual/theoretical frameworks proposed and geographical locations focused. Our results show that: (1) most of the articles are based on conceptual, case, and qualitative studies; (2) place brand identity emerged as a major research theme in all studies. The present article also provides avenues for future research by identifying major gaps in literature.

Suggested Citation

  • Alok Acharya & Zillur Rahman, 2016. "Place branding research: a thematic review and future research agenda," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 289-317, October.
    • Handle: RePEc:spr:irpnmk:v:13:y:2016:i:3:d:10.1007_s12208-015-0150-7
    DOI: 10.1007/s12208-015-0150-7
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    References listed on IDEAS

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    Cited by:

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    5. Baştuğ, Sedat & Şakar, Gül Denktaş & Gülmez, Seçil, 2020. "An application of brand personality dimensions to container ports: A place branding perspective," Journal of Transport Geography, Elsevier, vol. 82(C).
    6. Angeliki Mitropoulou & Ioannis Spilanis, 2020. "Towards a contemporary research agenda for island branding: developments, challenges, and dynamics," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 293-303, December.
    7. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Evaluation of geographical label in consumers’ decision-making process: a systematic review and meta-analysis," MPRA Paper 98004, University Library of Munich, Germany.
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    10. Zanete Garanti & Shiva Ilkhanizadeh & Sotiroula Liasidou, 2024. "Sustainable Place Branding and Visitors’ Responses: A Systematic Literature Review," Sustainability, MDPI, vol. 16(8), pages 1-15, April.
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    16. Wenting Ma & Daan Schraven & Mark de Bruijne & Martin de Jong & Haiyan Lu, 2019. "Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)," Sustainability, MDPI, vol. 11(11), pages 1-20, May.
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