Place Branding and Public Diplomacy

, Volume 15, Issue 2, pp 67–77 | Cite as

Customer-based place brand equity and investments: study of West Bengal

  • Sunny BoseEmail author
  • Sudeepta PradhanEmail author
  • Dwarakanath Siriguppi
  • Santosh Kumar Alreddy
Original Article


Some places command greater interests among tourists for prospective visits owing to its place brand equity. Similarly, the places that command higher interests among prospective investors attract higher investments as well. Administrative machinery of ‘places’ engages in public diplomacy so that the ‘place’ can create positive impact among the target audience. This study tests the relationships between the perspectives of customer-based place brand equity (CBPBE) namely, destination branding, public diplomacy and investment attractiveness. The study checks for the impact of destination branding and public diplomacy perspectives of CBPBE on the investment attractiveness perspective. Considering ‘West Bengal’ as the place brand, the study also tests the operationalizability of recent place brand equity scales. Finally, based on the responses given about West Bengal’s brand equity policy implications and insights are discussed.


Place branding Customer-based place brand equity Destination branding Investment attractiveness West Bengal 



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© Springer Nature Limited 2019

Authors and Affiliations

  1. 1.IBS Hyderabad (Under IFHE- A Deemed to-be University u/s 3 of The UGC Act)HyderabadIndia
  2. 2.E - 106, IBS Hyderabad (Under IFHE- A Deemed to-be University u/s 3 of The UGC Act)HyderabadIndia

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