Purpose

The purpose of this paper is to create a conceptual framework to demonstrate the role of universities as knowledge partners in place branding networks.

Design/methodology/approach

This research adopts a case study strategy to explore the perceptions of institutional and community stakeholders in Northamptonshire. The objective is to examine the regional activities and engagement of a single-player university in a peripheral region and explore its potential for widening stakeholder participation. Qualitative data was collected through interviews and focus groups and thematically analysed.

Findings

The university played a complementary “partnership” role to other institutional stakeholders, particularly the public sector. As a knowledge partner, the university filled gaps in information (know-what), skills (know-how) and networks (know-who). The last two aspects are potentially unique to the university’s role in place branding networks and require further development.

Research limitations/implications

The conceptual framework demonstrates the potential of a single-player university in a peripheral region to enhance the capabilities and skills of stakeholders in place branding networks and widen stakeholder participation. Future researchers can use the framework to develop recommendations for universities’ role in place branding based on their unique situation.

Originality/value

There has been limited research on how universities participate and influence participation in place branding. The exploration of this topic in the context of a rural, marginalised region is also novel.

中文翻译：

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多方利益相关者对大学在地方品牌塑造中的作用的看法

目的

本文的目的是创建一个概念框架，以展示大学作为知识合作伙伴在地方品牌网络中的作用。

设计/方法/方法

本研究采用案例研究策略来探索北安普敦郡机构和社区利益相关者的看法。目的是检查一所单人大学在外围地区的区域活动和参与，并探索其扩大利益相关者参与的潜力。通过访谈和焦点小组收集定性数据并进行主题分析。

发现

该大学与其他机构利益相关者，特别是公共部门，发挥了互补的“伙伴关系”作用。作为知识合作伙伴，该大学填补了信息（know-what）、技能（know-how）和网络（know-who）方面的空白。最后两个方面对于大学在地方品牌网络中的作用可能是独特的，需要进一步发展。

研究限制/影响

概念框架展示了外围地区的单人大学在提高利益相关者在地方品牌网络和扩大利益相关者参与方面的能力和技能的潜力。未来的研究人员可以使用该框架，根据大学的独特情况为大学在地方品牌建设中的作用提出建议。

原创性/价值

关于大学如何参与和影响地方品牌的参与的研究有限。在农村边缘化地区的背景下对这一主题的探索也很新颖。