Economic outcomes of place branding: evidence from a scoping review

Abstract

Purpose: This study examines the relationship between place branding and economic growth, addressing the gap in literature that directly links the two. Recognising the importance of place branding in attracting investment and fostering economic development, the study aims to substantiate the commonly held belief that place branding contributes to economic prosperity. Design/methodology/approach: Employing a scoping review methodology, this study analyses 129 articles to assess the evidence supporting the impact of place branding on economic outcomes. The review spans a wide range of fields and includes both direct and indirect evidence, highlighting the complexity of establishing a clear link. Findings: The review uncovers a significant literature gap, with only a small fraction of the articles providing direct evidence of a link between place branding and economic outcomes. While many articles imply a positive impact, the evidence is not sufficiently generalisable, indicating a yet unverified assumption in the field. Originality/value: This paper contributes to place branding scholarship by critically examining the assumed economic benefits of place branding. It suggests that while the belief in place branding’s economic influence is widespread and reasonable, there is a crucial need for more rigorous studies to establish a firm empirical foundation for this relationship.