H2020Индивидуална стипендия2020–2025

BRANDSUS · Exploring participatory place branding as an inclusive governance framework for sustainable place development

„Хоризонт 2020“ — Действия „Мария Склодовска-Кюри“

Период: 2020-12-01 → 2025-02-28
Финансиране от ЕС: 281 359 €
Участници: 1
Схема: MSCA-IF

Линиите свързват координатора с партньорите.

Накратко на български

Брандингът на градове и региони се изследва като инструмент за управление, при който местните жители участват активно в определянето на идентичността на мястото си. Това помага за по-доброто включване на хората в процесите по устойчиво развитие на тяхната среда.

Този кратък обзор е генериран от изкуствен интелект

Кратко обяснение, генерирано от езиков модел по текста на CORDIS. Оригиналът е по-долу.

Резултати накратко

Exploring participatory place branding as an inclusive governance framework for sustainable place development

This project explored place branding as a governance tool for sustainable place development. It critically questioned utilitarian approaches to branding places often narrowly focused on supporting economic development and developed a framework for co-created, participatory place branding processes that can support sustainable place development. This project hence (re) conceptualized place brands as public, complex, socially constructed, embodied and dynamic marketing systems grounded in powerful and plural place identities. When co-created, place brands can provide a sense of place (united) and represent the aspirations and values of many place stakeholders (plural). The BRANDSUS research project answered the following overall research question: How can Place Branding, as an alternative governance approach, warrant greater stakeholder engagement? Our main premise was that understanding stakeholder engagement in place branding would assist the operationalization of co-creation models. Main contributions: 1. Development and testing of an innovative new methodology (mixed methods: quantitative survey + qualitative PAR-SI) to operationalize the holistic and inclusive governance required for SPD. This project contributed to the current discussion on governance arrangements for SPD (and PB) by exploring stakeholder participation in action, inviting participants to actively reflect on their practices as they scope governance solutions. 2. Theoretical contribution: conceptualization of place brands as embodied and experiential marketing systems and reflection on implications for brand managers (see Eshuis & Ripoll Gonzalez, 2024). 3. Empirical testing of: a. The role of network governance arrangement in place branding (see Ripoll Gonzalez & Eshuis; Ripoll Gonzalez et al., 2024a). b. Determinants of citizen participation in place branding processes c. Determinants brand citizenship behavior (support for the brand) of regional companies and organizations involved in region branding process (Ripoll Gonzalez et al., 2023) d. Causal link between organizations’ engagement in the place branding process and brand citizenship behavior (Ripoll Gonzalez et al., 2023) 4. Development of a special panel around co-creation in place branding at the International Place Branding Association Conference (leading forum for place branding research and practice) and a series of workshops fostering practitioner-academic exchanges on co-creation as a governance tool for sustainable place branding (see Ripoll Gonzalez et al. 2024b)

Текст от CORDIS, на английски · Данни: CORDIS, © Европейски съюз

Цел на проекта

BRANDSUS focuses on the study of inclusive governance arrangements for sustainable place development (SPD) responding to calls for more holistic models of regional development in the European Union (EU) following the goals of the 2030 Agenda for Sustainable Development, including economic social and environmental sustainability. BRANDSUS will increase scientific knowledge by developing participatory place branding (PPB) as an alternative, inclusive governance framework for SPD. The project develops an innovative mixed-methods comparative case study approach (Spain-Netherlands) for the study of citizen-led governance models: a large-scale survey and a participatory intervention methodology combining participatory action research with the method of sociological intervention. BRANDSUS will also contribute to advancing research methods in public administration and the social sciences at large. The practical application of the proposed methodology will not only support place development and economic growth but also ensure social and environmental sustainability. The project contributes to societal development by providing the governance framework for stakeholders to collectively enact positive change. Inclusive and effective governance models for stakeholder engagement will enhance collaboration towards a common vision. BRANDSUS will be conducted at the Department of Public Administration and Sociology at Erasmus University of Rotterdam, ranked 1st in 2017 and 2018 and 2nd in 2019 for the subject of Public Administration by the Shanghai Ranking. Beyond sharing my expertise and further developing innovative participatory governance methodologies, this fellowship will allow me to restart my career, as well as to acquire the knowledge and skills necessary to achieve my medium-term goal to secure a grant as a principal investigator to continue studying citizen-led governance models for SPD and my long-term goal to secure a tenured position in the EU.

Оригинален текст от CORDIS (на английски).

Участници

ERASMUS UNIVERSITEIT ROTTERDAM · RotterdamКоординаторНидерландия