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Place branding and place marketing: a contemporary analysis of the literature and usage of terminology

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  • Navin Kumar

    (National Institute of Technology)

  • Rajeev Kumar Panda

    (National Institute of Technology)

Abstract

Due to the multidisciplinary nature of the “place branding” and “place marketing” research domain, complexities associated with it have not been addressed adequately, and ambiguity between uses of both the terms is evident. Therefore, the present study aims to provide a contemporary, systematic and exhaustive overview of “place branding” and “place marketing” literature by rigorously analyzing 188 articles since its inception, i.e. from 1975 to 2018 contributed by 370 authors published across 67 different academic and scholarly journals. The identified articles are systematically classified into various categories like research themes, bibliographic data, research methods of studies reviewed, methods of data collection and proposed theoretical/conceptual frameworks/models, geographical entities studied, major trends and the paradigm shift of this concept. Further analysis discerns that there is the dominance of qualitative research relying heavily on conceptual and case studies. However, results show an exponential increase in quantitative studies from 2015 onwards. Also, this field lacks empirically tested theories, concepts, models, suffers from divergent and ambiguous definitions, and inadequate theoretical foundations. As a result, the reliability of various factors concerned with “place branding” and “place marketing” remains unsubstantiated. Finally, this study concludes by identifying prominent research and review articles; it further discusses the differences between “place branding” and “place marketing.” At last, it identifies the knowledge gaps in this area that can be addressed in future studies.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:irpnmk:v:16:y:2019:i:2:d:10.1007_s12208-019-00230-6
    DOI: 10.1007/s12208-019-00230-6
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    References listed on IDEAS

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    1. Teemu Moilanen & Seppo Rainisto, 2009. "How to Brand Nations, Cities and Destinations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-58459-4, December.
    2. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
    3. 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.
    4. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    5. António Zevedo, 2004. "Image transference from product branding to place branding: The case study of Marinha Grande Mglass," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 1(2), pages 101-111, December.
    6. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
    7. Ashworth, Gregory & Page, Stephen J., 2011. "Urban tourism research: Recent progress and current paradoxes," Tourism Management, Elsevier, vol. 32(1), pages 1-15.
    8. 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.
    9. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
    10. Martin Boisen & Peter Groote & Kees Terlouw & Oscar Couwenberg, 2018. "Patterns of place promotion, place marketing and/or place branding in Dutch municipalities," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 78-88, May.
    11. Gert-Jan Hospers, 2004. "Place marketing in Europe," Intereconomics: Review of European Economic Policy, Springer;ZBW - Leibniz Information Centre for Economics;Centre for European Policy Studies (CEPS), vol. 39(5), pages 271-279, September.
    12. Erik-Hans Klijn & Jasper Eshuis & Erik Braun, 2012. "The Influence of Stakeholder Involvement on The Effectiveness of Place Branding," Public Management Review, Taylor & Francis Journals, vol. 14(4), pages 499-519, May.
    13. Zavattaro, Staci M. & Daspit, Joshua J. & Adams, Frank G., 2015. "Assessing managerial methods for evaluating place brand equity: A qualitative investigation," Tourism Management, Elsevier, vol. 47(C), pages 11-21.
    14. Avraham, Eli, 2015. "Destination image repair during crisis: Attracting tourism during the Arab Spring uprisings," Tourism Management, Elsevier, vol. 47(C), pages 224-232.
    15. Konecnik Ruzzier, Maja & de Chernatony, Leslie, 2013. "Developing and applying a place brand identity model: The case of Slovenia," Journal of Business Research, Elsevier, vol. 66(1), pages 45-52.
    16. Nick Clifton, 2011. "Regional Culture in the Market Place: Place Branding and Product Branding as Cultural Exchange," European Planning Studies, Taylor & Francis Journals, vol. 19(11), pages 1973-1994, June.
    17. Ram, Y. & Björk, P. & Weidenfeld, A., 2016. "Authenticity and place attachment of major visitor attractions," Tourism Management, Elsevier, vol. 52(C), pages 110-122.
    18. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    19. Francisco J. Sarabia-Sanchez & Maria J. Cerda-Bertomeu, 2017. "Place brand developers’ perceptions of brand identity, brand architecture and neutrality in place brand development," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 51-64, February.
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    1. Beatriz Casais & Túlia Poço, 2023. "Emotional branding of a city for inciting resident and visitor place attachment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 93-102, March.
    2. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    3. Adamus-Matuszyńska Anna & Dzik Piotr, 2023. "The Place as a Brand. Theory and Practise of the Place Branding," Economics and Culture, Sciendo, vol. 20(1), pages 17-29, June.

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