The necessity of collaboration in branding: Analysing the conditions for output legitimacy through qualitative comparative analysis (QCA)

Erik Hans Klijn*, Jose Nederhand, Vidar Stevens

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

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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.

Original languageEnglish
Pages (from-to)655-673
Number of pages19
JournalPublic Management Review
Volume24
Issue number5
Early online date9 Nov 2021
DOIs
Publication statusPublished - 2022

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