REGIONAL SOCIO-ECONOMIC CONDITIONS AS A BASIS OF PLACE BRANDING SUCCESS

IF 0.2 Q4 PUBLIC ADMINISTRATION

Voprosy Gosudarstvennogo i Munitsipalnogo Upravleniya-Public Administration Issues Pub Date : 2022-01-01 DOI:10.17323/1999-5431-2022-0-3-142-170

P. Makarov, A. Chub

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Abstract

This paper aims to explore how regional socio-economic conditions and organizational factors affect the success of place branding activities. The secondary purpose is to systematize place branding practice of the Russian federal subjects.We conducted a logistic regression analysis of place branding success probability versus quality of place branding organisation and regionalsocio-economic conditions.The sample is comprised of 22 federal subjects of Russia within the period of 2010 to 2021. The secondary purposeis achieved through a chronological and cartographic analysis of place branding activities. We confirmed the positive influenceof organizational factors, used as a control variable, onplace branding success, and revealed the relationships between place branding success and some socio-economic conditions ofthe federal subjects of Russia: a positive relationship with the GRP, investment, and migration; a negative relationship with the population. The relationship with the adjacency to regions, already having place brand, was not confirmed. This study contributes to place branding theory by unveiling the relationship of regional socio-economic conditions and place branding success. Thus, regional conditions are needed to take into account when predicting the place branding results. This is especially important when using branding as a typical development tool because the uniform success across all regions is unlikely.

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区域社会经济条件是地方品牌成功的基础

本文旨在探讨区域社会经济条件和组织因素如何影响场所品牌活动的成功。第二个目的是系统化俄罗斯联邦主体的地方品牌化实践。我们对地方品牌成功概率与地方品牌组织质量和地区社会经济条件进行了逻辑回归分析。样本由2010年至2021年期间的22个俄罗斯联邦主体组成。第二个目的是通过对地方品牌活动的时间顺序和地图分析来实现。我们证实了组织因素(作为控制变量)对地方品牌成功的积极影响，并揭示了地方品牌成功与俄罗斯联邦主体的一些社会经济条件之间的关系:与GRP、投资和移民呈正相关;与人口呈负相关。与邻近地区的关系，已经有地方品牌，没有得到确认。本研究揭示了区域社会经济条件与地方品牌成功的关系，为地方品牌理论的发展做出了贡献。因此，在预测地方品牌推广结果时，需要考虑区域条件。当将品牌作为典型的开发工具时，这一点尤其重要，因为在所有地区取得一致的成功是不可能的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Voprosy Gosudarstvennogo i Munitsipalnogo Upravleniya-Public Administration Issues PUBLIC ADMINISTRATION-

CiteScore

1.10

自引率

33.30%

发文量

期刊介绍： PUBLIC ADMINISTRATION ISSUES is a scientific peer-reviewed journal published by the National Research University High School of Economics (NRU HSE).The journal is published quarterly in Russian, and contains original articles by Russian and foreign authors. In addition, a special English language issue containing original articles by Russian and foreign authors has been published since 2014. The editorial board consists of leading Russian and foreign scientists in the field of public administration as well as prominent practitioners. The journal is indexed in the international databases: Scopus, RePEc, EBSCOand the Russian Science Citation Index (RSCI) on the platform of Web of Science. In addition, the journal is on the list of key peer-reviewed scientific journals and publications that the Higher Certification (Attestation) Commission in the RF Education Ministry recommends for publishing the main scientific results of theses for PhD and doctoral degrees in Economics, Sociology and Law. The journal focuses on the following subject areas: − Current theories of public administration. − Theoretical fundamentals of economic and social policy − Factors and Assessment of efficiency in public and municipal administration. − Innovations in the system of public and municipal administration. − Planning and forecasting in the system of public and municipal administration. − Staff of the state and municipal service. Management of personnel in public and municipal bodies and in organizations of the public sectors. − Financial, logistical and information resources of the state and municipalities. − Public service. − Functional features of public sector organizations. − Partnership of the state and municipalities with nongovernmental nonprofit organizations. Economic and administrative challenges facing “third sector.” - Development of education programs on public administration.