Human-centered place branding: an integrated approach to place branding
Bibliographic record
Abstract
Recently, several scholars have called for rethinking the concept of place branding (PB), articulating fundamental questions in favour of furthering its theory and practice. They have suggested the re-assessment of the applications, constructs, measures, and strategies of PB which necessitate the cross-disciplinary elaborations towards the development of the field. Place branding is, however, considered a complex social practice due to the multiplicity of stakeholders, diversity of components and approaches involved in the process, as well as the complexity of the places where the process takes place. Hence, an alternative integrated perspective is required that extends conventional approaches and frameworks beyond mere economic interests and fixed market-driven solutions. The purpose of this thesis is to conceptualise an integrated place branding (IPB) framework, to determine and demonstrate how such a framework can be developed, and to reflect upon what an integrated approach implies for the development of PB theory and practice. The research indicates that the development of such a process requires long-term negotiation and participation of internal stakeholders, an all-inclusive human-centred approach, and the application of social innovation (SI) strategies. The proposed framework is then examined through a survey of residents of six different cities in Canada, Iran, and Portugal. Partial Least Squares Structural Equation Modeling (PLSSEM) is used to empirically evaluate the proposed framework. This thesis provides several theoretical and practical contributions to the field. While developing an IPB framework based on SI strategies, this study represents a practical tool for policymakers and brand managers to foster, facilitate and enhance the processes of PB, development, and transformation in an integrated way. This thesis’ findings highlight the impact of IPB on several aspects of improvements in the place including sociocultural, institutional, and territorial developments. The results indicate such a framework can bring about changes in community values, beliefs, and norms, socio-political relations, and overall image of the place supporting the development of innovative practices and multi-purpose activities and fostering a creative atmosphere and competencies in the place that might improve the local economy. The findings also show the opportunities for the development of a multilevel governance system that involves disadvantaged groups in decisions, and new multiscalar social organisations that support social inclusion and community empowerment.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.003 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.004 | 0.003 |
| Science and technology studies | 0.002 | 0.015 |
| Scholarly communication | 0.009 | 0.007 |
| Open science | 0.002 | 0.005 |
| Research integrity | 0.002 | 0.002 |
| Insufficient payload (model declined to judge) | 0.006 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".