2072-64142411-1406

10.17059/ekon.reg.2023-3-4

The Impact of Regional Economic Conditions on Place Branding Results: The Survival Analysis Approach

Влияние региональных экономических условий на брендинг территорий: анализ выживаемости

https://orcid.org/0000-0001-8110-2487

Makarov

Pavel Yu.

Макаров

Павел Юрьевич

makarovpu@ya.ru

https://orcid.org/0000-0003-0108-5168

Chub

Anna A.

Чуб

Анна Александровна

aachub@fa.ru

Vladimir Branch of the Russian Presidential Academy of National Economy and Public AdministrationВладимирский филиал Российской академии народного хозяйства и государственной службы при Президенте Российской Федерации

Financial University under the Government of the Russian FederationФинансовый университет при Правительстве Российской Федерации

193651667

2023

Pavel Yu. Makarov, Anna A. Chub

Павел Юрьевич Макаров, Анна Александровна Чуб

CC BY 4.0

https://www.economyofregions.org/ojs/index.php/er/article/view/111

https://www.economyofregions.org/ojs/index.php/er/article/download/111/221

Place branding became a part of regional development processes; therefore, regional conditions could affect the place branding success. Nevertheless, studies on place branding success are mostly focused on management issues, and the role of regional conditions is yet to be revealed. In this regard, the paper aims to explore how regional economic (including social and spatial) conditions affect the results of place branding activity. We assumed that regional conditions have a certain impact on place branding activities, yielding better or worse place brands survival, which we treated as the fact of observable place brand attributes continuing to exist. To test this hypothesis, a survival analysis on brands of 15 Russian regions was performed for the period from 2010 to 2021. Using the Kaplan-Meier method, we examined the impact of seven variables on place brands survival. The obtained findings confirm the positive impact on brands survival of such variables as gross regional product (GRP) per capita, regional investment, and migration attractiveness. The following variables have a negative impact: unemployment rate, the adjacency to regions already having place brands. Additionally, place brands of regions with administrative centres in smaller cities have a better survival rate than the ones with bigger cities. Finally, the impact of change of the federal subject’s head on survival was not confirmed. Thus, the present article contributes to place branding studies by unveiling the influence of regional conditions on place branding outputs and extends the methods of place branding research by using the survival analysis.

Поскольку брендинг территорий стал частью процессов регионального развития, на его успех могут влиять различные региональные условия. Существующие исследования успешности брендинга территорий в основном сосредоточены на вопросах управления, а роль характеристик региона еще предстоит раскрыть. Цель данной статьи — изучить влияние региональных экономических (в том числе социальных и пространственных) условий на брендинг территорий. Предполагается, что условия региона определенным образом влияют на деятельность по брендингу территорий, а также на выживаемость бренда, которая трактуется как продолжение существования его наблюдаемых атрибутов. Для проверки этой гипотезы был проведен анализ методом Каплана — Мейера для выборки из 15 брендов субъектов РФ за период 2010–2020 гг., в ходе которого было исследовано влияние семи показателей на выживаемость брендов. В результате была выявлена положительная связь между выживаемостью брендов и такими переменными, как валовой региональный продукт (ВРП) на душу населения, инвестиции в региональную экономику, миграционная привлекательность. В то же время уровень безработицы и наличие по соседству регионов, уже имеющих собственный бренд, оказывают негативное влияние. Кроме того, бренды субъектов РФ с административными центрами в сравнительно небольших городах имеют более высокий уровень выживаемости, чем бренды субъектов с центрами в более крупных городах. Связь между выживаемостью брендов и показателем смены главы региона после начала процесса брендинга не была обнаружена. Полученные результаты дополняют теорию брендинга территорий в части изучения связи экономических характеристик региона с успешностью брендинга и расширяют методологию исследований брендов территорий в части использования анализа выживаемости.

place branding, regional economic conditions, survival analysis, Kaplan-Meier estimator, federal subjects of Russia, place marketing, place brand

брендинг территорий, региональные экономические условия, анализ выживаемости, метод Каплана — Мейера, субъекты Российской Федерации, маркетинг территорий, бренд территории

The article has been prepared with the support of the Russian Science Foundation, the project No. 22-28-00941, https://rscf.ru/en/project/22-28-00941. The authors wish to thank Aleksandra Andreevna Lukina for checking the English text of this manuscript and giving valuable recommendations for its correction.

Исследование выполнено за счет гранта Российского научного фонда № 22-28-00941, https://rscf.ru/project/22-28-00941. Авторы выражают благодарность Александре Андреевне Лукиной за проверку англоязычного текста статьи и ценные рекомендации по его корректировке.

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