The necessity of collaboration in branding: analysing the conditions for output legitimacy through qualitative comparative analysis (QCA). Issue 5 (4th May 2022)

• Record Type: Journal Article
• Authors: Klijn, Erik Hans; Nederhand, Jose; Stevens, Vidar
• Is Part Of: Public management review. Volume 24:Issue 5(2022)
• Page Start: 664
• Page End: 682
• Publication Date: 2022-05-04
• Subjects: Branding -- legitimacy -- governance -- collaboration -- stakeholder involvement; Local government -- Periodicals; Public administration -- Periodicals; 351.05
• DOI: 10.1080/14719037.2021.2000252
• Languages: English
• ISSNs: 1471-9037

Abstract

ABSTRACT: This article examines the conditions for achieving output legitimacy in branding processes. Branding is a governance strategy that, according to branding and governance theory, relies heavily on involving, and collaborating with, actors. This research, based on a qualitative comparative analysis of 30 companies involved in a place branding campaign, shows that, although collaboration in branding is important, it is not a necessary condition for achieving legitimacy. The analysis shows the importance of studying collaboration together with more perceptional conditions such as place identity and place dependency to explain output legitimacy.