EXPLORINGTHE RELATIONSHIP BETWEEN PLACE BRANDING AND TECHNOLOGY: A SYSTEMATIC REVIEW

Authors

DOI:

https://doi.org/10.12662/2359-618xregea.v12i3.p137-152.2023

Keywords:

place branding, technology, tystematic teview, bibliometry

Abstract

This article analyzes the link between place branding and technology. Global competition for investment and people has intensified, and technology has accelerated globalization. Nevertheless, only 52 articles and reviews were found from 2004 to 2022, indicating a need for more research. Place Branding and Public Diplomacy and the Journal of Place Management and Development were the leading industry journals at the time of writing, with Foroudi P., Gupta S., Kitchen P., Foroudi M.M., Nguyen B., and Jacobsen B.P. as the primary authors. Future research should investigate the role of technology in place branding, including the use of new technologies as promotional tools, smart city governance, user acceptance of new technologies, brand equity perception, and technology branches in place branding. This research is fundamental to open new horizons and provide insights to inform and guide future academic investigations on the subject.

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Author Biographies

Patrick Wendell Barbosa Lessa, Universidade Federal de Santa Catarina

Graduado em Administração pela Universidade Federal do Cariri e mestrando em Administração pela Universidade Federal de Santa Catarina. Experiência como Diretor de Projetos e de Marketing, liderando iniciativas que englobavam os pilares da UFCA. Ex-bolsista de programas de iniciação científica do CNPq, com projetos sobre flexibilização das relações de trabalho e consumo colaborativo na região do Cariri. Pesquisador do Núcleo de Inteligência Competitiva Organizacional em Marketing e Logística (NICO - UFSC), com foco em Marketing, Comportamento do Consumidor, Branding e Tecnologia.

Marco Antonio de Moraes Ocke, Universidade Federal de Santa Catarina

Professor Adjunto do Centro Socioeconômico da Universidade Federal de Santa Catarina - UFSC. Departamento de Ciências da Administração - CAD / Programa de Pós-Graduação em Administração - PPGA. Pesquisador do Núcleo de Inteligência Competitiva Organizacional - NICO/ PPGA/ UFSC. Linha de Atuação: Administração de Marketing, Branding e Comunicação. Estágio de Pós-Doutorado em andamento (2022/2023) no Departamento de Relações Públicas, Propaganda e Turismo da Escola de Comunicação e Artes da Universidade de São Paulo - ECA/USP. Linha de Pesquisa: Place Branding - Estudos de Gestão e Posicionamento de Marca-País na América Latina. Doutorado em Administração na Linha de Marketing pela Faculdade de Economia e Administração da Universidade de São Paulo - FEA / USP (2015) com bolsa do Programa de Excelência Acadêmica CAPES (2012-2016). Mestrado em Comunicação e Mídia pela Universidade Paulista (2010), Bacharelado em Publicidade e Propaganda pela Universidade Mackenzie (2000). Professor na Escola Superior de Propaganda e Marketing - ESPM / SP nas disciplinas: Marketing de Serviços; Branding; Marketing B2B, nos cursos de Graduação em Administração e Publicidade e Propaganda no ano de 2017. Professor e coordenador de cursos de Graduação e Pós-Graduação na Universidade Bandeirante de São Paulo e Anhanguera Educacional nas áreas de Administração, Marketing, Comunicação e Turismo entre 2005 e 2014. Experiência consultiva em comunicação e marketing para grandes empresas: VALE, Samarco, Petrobras, Ford, ITAÚ. Analista de comunicação e marketing da Cia do Metropolitano de São Paulo - METRO-SP entre 1996 e 2000.

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Published

2023-08-17

How to Cite

LESSA, Patrick Wendell Barbosa; OCKE, Marco Antonio de Moraes. EXPLORINGTHE RELATIONSHIP BETWEEN PLACE BRANDING AND TECHNOLOGY: A SYSTEMATIC REVIEW. Journal Of Management Analysis, Fortaleza, v. 12, n. 3, p. 137–152, 2023. DOI: 10.12662/2359-618xregea.v12i3.p137-152.2023. Disponível em: https://unichristus.emnuvens.com.br/gestao/article/view/4760. Acesso em: 23 apr. 2026.

Issue

Vol. 12 No. 3 (2023)

Section

ARTICLES

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