A (tentative) meta-analysis of the ‘place marketing’ and ‘place branding’ literature

Abstract

Communities, cities, states, nations and regions have progressively applied more marketing and branding concepts and tools to boost exports and attract investors, businesses, visitors, residents, events and other important sources of revenue. These ubiquitous marketing efforts suggest that geographic locations have been managed as resolutely as products and brands. Furthermore, a rising number of practitioners and scholars have written about ‘place marketing’ and ‘place branding’. In the face of increasing interest in this area of study, the initial objective of this investigation was to develop a meticulous meta-analysis of nearly two decades of research on ‘place marketing’ and ‘place branding’. However, the multiplicity of subject matters covered in the literature, combined with the relentless use of case studies and other qualitative methods, hindered the use of the appropriate meta-analysis statistical tools. After a meticulous analysis of 211 articles (out of 259 articles identified), produced by 280 authors and published by 43 periodicals over a two-decade period, this article suggests ways to move the field from a descriptive to a normative stage of building theoretical knowledge.

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Correspondence to David Gertner.

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1obtained his PhD and joined Pace University, New York, in 2001, after visiting and serving as professor and program chair in several universities in Brazil and the United States. Throughout his extensive career, he has consulted for many companies, served on various organizational boards and actively participated in a number of professional associations. He has published and presented more than a hundred articles, book chapters and essays at conferences in several countries. In addition, he has co-authored a book on Marketing Latin American and Caribbean Places and has various book projects and research projects in the works. His research interests include place marketing and branding and international marketing.

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Gertner, D. A (tentative) meta-analysis of the ‘place marketing’ and ‘place branding’ literature. J Brand Manag 19, 112–131 (2011). https://doi.org/10.1057/bm.2011.13

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Keywords

  • place marketing
  • place branding
  • nation branding
  • city branding
  • meta-analysis