Place image and place branding : What the data tells us

Abstract

Of the two co-authors of this article, the first has led a long-term research program and participated in a large number of additional studies on these issues, involving numerous co-researchers in various countries, and the second is a newer lead member of the team that is working on the next wave of research in this field. This international group has studied place images and their effects since the early 1980s, and place branding since it emerged some 15 years ago. During this period, more than 80 studies have been carried out, resulting in over 100 publications arising from both conceptual as well as field research with over 22,000 consumers, investors, tourists, and others in almost 25 countries. After highlighting the nature and importance of this area as a field of practice and study, the goal of this article is to summarize key findings, and draw implications from, this research program.