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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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    Cited by:

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    3. 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).
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    7. 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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    9. Renaud Vuignier, 2017. "Place branding & place marketing 1976–2016: A multidisciplinary literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 447-473, December.
    10. Navin Kumar & Rajeev Kumar Panda, 2019. "Place branding and place marketing: a contemporary analysis of the literature and usage of terminology," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 255-292, December.
    11. Viriya Taecharungroj & Morakot Muthuta & Pheereeya Boonchaiyapruek, 2019. "Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 210-228, December.
    12. Celso Lopes & João Leitão & Juan Rengifo-Gallego, 2018. "Place branding: revealing the neglected role of agro food products," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 497-530, December.
    13. Christian Nagaynay & Jeongwoo Lee, 2020. "Place Branding and Urban Regeneration as Dialectical Processes in Local Development Planning: A Case Study on the Western Visayas, Philippines," Sustainability, MDPI, vol. 12(1), pages 1-20, January.
    14. Anna Matwiejczyk, 2023. "Place Branding Approach within Functional Urban Areas—Evidence from Poland," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    15. 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.
    16. Mohammad Reza Yazdan Panah Shahabadi & Hassan Sajadzadeh & Mojtaba Rafieian, 2020. "Explaining the theoretical model of place branding: an asset-based approach to regeneration of the historic district of Tehran," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 377-392, July.
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    18. 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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    20. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.

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