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

Erik Hans Klijn, Jose Nederhand and Vidar Stevens

Public Management Review, 2022, vol. 24, issue 5, 664-682

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.

Date: 2022
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DOI: 10.1080/14719037.2021.2000252

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