A review of place branding methodologies in the new millennium
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AbstractOver the past decade, place branding has become a vibrant area of research and has received increasingly widespread attention and recognition. Some scholars have discussed that many place branding studies have adopted qualitative and quantitative approaches in analysing collected data and information. This review article aligns the application of research methods and statistical analyses with place branding topic areas in articles published in three key periodicals since the year 2000. A dominance of qualitative research approaches is revealed in most of the specific topic areas in place branding including place identity, projected images, place offerings, marketing and communications, and stakeholder relationships. Several observations are also made about issues that might deserve further attention: (1) the dominance of qualitative analysis, (2) the lack of integrated research approaches and (3) the relatively low explanatory power of statistical applications in some studies. On the basis of the changing research domain in the place branding topic areas, mixed-method or more diversified quantitative approaches may yield insightful future research opportunities in a field where most research is typically conducted using individual case studies and qualitative approaches.
All Author(s) ListChan C. S., Marafa L.
Journal namePlace Branding and Public Diplomacy
Volume Number9
Issue Number4
PublisherPalgrave Macmillan
Pages236 - 253
LanguagesEnglish-United Kingdom
KeywordsMethodological perspective, Place branding, Study review

Last updated on 2020-08-07 at 02:14