Pedeliento, Giuseppe; Kavaratzis, Mihalis - In: Journal of Product & Brand Management 28 (2019) 3, pp. 348-363
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...