Purpose

Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The purpose of this paper is to identify the internal stakeholders associated with PB and particularly, the roles they play in such a process.

Design/methodology/approach

Through a systematic literature review in four major global databases, 55 qualified research studies on PB were identified and thoroughly reviewed. Selected studies were examined, analysed and classified according to five categories: bibliographic data, methodologies adopted, conceptual frameworks, empirical foundation and stakeholders’ relevance.

Findings

This study shows no existing consensus over the type/role of internal stakeholders in PB research. The findings indicate different methodologies, conceptual frameworks and branding approaches, as well as various empirical foundations in the reviewed studies. The results highlight the significance of internal stakeholders’ influence over PB and their roles in the process. The findings also underline the need for strategies that prioritise stakeholders’ social interactions, collective experiences and affective engagement to develop an inclusive place brand.

Practical implications

This study provides an alternative perspective that underlines the development of inclusive PB frameworks by providing stakeholders with motivational and emotional incentives, capturing their creativity and imagination and encouraging them to participate in the process. Such frameworks entail a transdisciplinary approach to PB as a dynamic process that depends on all internal stakeholders’ active engagement.

Originality/value

This review offers an in-depth perspective on relevant internal stakeholders and their roles in PB. The study further scrutinises the three most related research topics on internal stakeholders, including co-creation, internal branding and participatory PB.

中文翻译：

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关于内部利益相关者在品牌塑造中的作用

目的

尽管地方品牌（PB）已经研究和实践了几年，但研究内部利益相关者角色的研究数量仍然有限。本文的目的是确定与 PB 相关的内部利益相关者，特别是他们在这一过程中所扮演的角色。

设计/方法/方法

通过对四个主要全球数据库的系统文献回顾，确定并彻底审查了 55 项有关 PB 的合格研究。选定的研究根据五类进行了审查、分析和分类：书目数据、采用的方法、概念框架、经验基础和利益相关者的相关性。

发现

这项研究表明，对于内部利益相关者在 PB 研究中的类型/角色没有达成共识。研究结果表明不同的方法、概念框架和品牌方法，以及审查研究中的各种经验基础。结果强调了内部利益相关者对 PB 的影响及其在过程中的作用的重要性。调查结果还强调了优先考虑利益相关者的社会互动、集体体验和情感参与的战略的必要性，以发展一个包容性的地方品牌。

实际影响

本研究提供了另一种视角，通过为利益相关者提供动机和情感激励、捕捉他们的创造力和想象力并鼓励他们参与这一过程，强调了包容性 PB 框架的发展。这样的框架需要对 PB 采取跨学科方法，将其作为一个动态过程，取决于所有内部利益相关者的积极参与。

原创性/价值

本次审查提供了有关内部利益相关者及其在 PB 中的角色的深入视角。该研究进一步审视了与内部利益相关者最相关的三个研究主题，包括共同创造、内部品牌和参与式 PB。