Purpose – Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based studies, this paper aims to attempt to demonstrate that place brands can be usefully approached through an emphasis of their cultural traits and the practical connection between culture, identity and image. Design/methodology/approach – In constructing its theoretical arguments, the paper challenges the place branding model propounded by Kavaratzis and Hatch (2013), and uses practices as units of analysis. The paper conducts a brief review of the principal tenets of practice theory(IES) and uses structuration theory as a theoretical device to demonstrate how this theory can provide a (still lacking) theoretical anchorage for the place branding process. Findings – The usefulness of structuration theory for understanding the place branding process is analysed at both the strategic and tactical levels by means of two illustrative examples. Structuration theory proves to be a solid theory which links the constitutive elements of the place branding process, i.e. culture, identity and image, and to inspire further theoretical elaborations and empirical efforts grounded on this theory. Originality/value – This is the first paper which uses practice theory(ies) in general and structuration theory in particular to explain the place branding process. The theoretical arguments advanced provide valuable guidance for further theoretical elaborations and empirical applications.

(2019). Bridging the gap between culture, identity and image: a structurationist conceptualization of place brands and place branding [journal article - articolo]. In THE JOURNAL OF PRODUCT & BRAND MANAGEMENT. Retrieved from http://hdl.handle.net/10446/137109

Bridging the gap between culture, identity and image: a structurationist conceptualization of place brands and place branding

Pedeliento, Giuseppe;
2019-01-01

Abstract

Purpose – Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based studies, this paper aims to attempt to demonstrate that place brands can be usefully approached through an emphasis of their cultural traits and the practical connection between culture, identity and image. Design/methodology/approach – In constructing its theoretical arguments, the paper challenges the place branding model propounded by Kavaratzis and Hatch (2013), and uses practices as units of analysis. The paper conducts a brief review of the principal tenets of practice theory(IES) and uses structuration theory as a theoretical device to demonstrate how this theory can provide a (still lacking) theoretical anchorage for the place branding process. Findings – The usefulness of structuration theory for understanding the place branding process is analysed at both the strategic and tactical levels by means of two illustrative examples. Structuration theory proves to be a solid theory which links the constitutive elements of the place branding process, i.e. culture, identity and image, and to inspire further theoretical elaborations and empirical efforts grounded on this theory. Originality/value – This is the first paper which uses practice theory(ies) in general and structuration theory in particular to explain the place branding process. The theoretical arguments advanced provide valuable guidance for further theoretical elaborations and empirical applications.
articolo
Pedeliento, Giuseppe; Kavaratzis, Mihalis
(2019). Bridging the gap between culture, identity and image: a structurationist conceptualization of place brands and place branding [journal article - articolo]. In THE JOURNAL OF PRODUCT & BRAND MANAGEMENT. Retrieved from http://hdl.handle.net/10446/137109
File allegato/i alla scheda:
File Dimensione del file Formato  
10-1108_JPBM-01-2018-1735.pdf

Solo gestori di archivio

Versione: publisher's version - versione editoriale
Licenza: Licenza default Aisberg
Dimensione del file 358.01 kB
Formato Adobe PDF
358.01 kB Adobe PDF   Visualizza/Apri
Pedeliento 137109.pdf

accesso aperto

Descrizione: 'This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence’
Versione: postprint - versione referata/accettata senza referaggio
Licenza: Creative commons
Dimensione del file 735.26 kB
Formato Adobe PDF
735.26 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/137109
Citazioni
  • Scopus 35
  • ???jsp.display-item.citation.isi??? 30
social impact