Place branding atraction for internal stakeholders

Abstract

Porto and São João da Madeira are cities in the metropolitan area of Porto – Portugal. They are quite different regarding dimension and number of inhabitants. Nevertheless, they are considered as attractive for businesses, workers, and tourists. This study aims to analyse how the internal stakeholders of both cities relate to the place brand. An extended literature review of place branding was pursued to select the most relevant variables. Interviews and questionnaires were conducted. Findings concluded that the adopted place branding strategy influences the quality of life of the internal stakeholders, their level of engagement and their relationship with the local institutions.