Multi-stakeholder perspective on the role of universities in place branding

Shalini Bisani shalini.bisani@northampton.ac.uk Dr Marcella Daye marcella.daye@northampton.ac.uk Dr Kathleen Mortimer Kathleen.mortimer@northampton.ac.uk University of Northampton, UK Accepted for publication in Journal of Place Management and Development, 16/02/2021 Abstract Purpose The purpose of this paper is to create a conceptual framework to demonstrate the role of universities as a knowledge partner in place branding networks. Design/methodology/approach This research adopts a case study strategy to explore the perceptions of institutional and community stakeholders in Northamptonshire. The objective is to examine the regional activities and engagement of a single player university in a peripheral region and explore its potential for widening stakeholder participation. Qualitative data was collected through interviews and focus groups and thematically analysed.