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What’s in a Symbol?: Big Questions for Place Branding in Public Administration

Author: STACI M. ZAVATTARO
Published in PAQ, Vol. 42 No. 1

As practitioners in public organizations undertake place branding and associated communications efforts, scholarship in public management needs to better understand these phenomena. Related disciplines such as business management, tourism management, and corporate marketing help frame “big questions” for this emerging area of research and practice in public administration. Combined, the big questions relate to governance practices to encourage partnerships, participation and a broader understanding of how practitioners can use place branding strategies to manage reputation, as well as how scholars can study these practices. This article identifies these big questions and sets a research agenda in public administration research.

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