City branding y legitimidad multinivel: Una revisión crítica e interpretativa en contextos latinoamericanos
Palabras clave:
city branding;, presencia, personas, valor de marca ciudad percibido.
Resumen
El city branding ha evolucionado de un enfoque promocional externo hacia un proceso relacional que integra identidad, gobernanza y experiencia urbana, alineándose con objetivo de desarrollo sostenible 11, referido a ciudades y comunidades sostenibles. El objetivo de la investigación fue analizar el city branding y legitimidad multinivel desde una revisión crítica e interpretativa en contextos latinoamericanos, priorizando la experiencia del residente y las dimensiones de presencia y personas, para fundamentar una base conceptual sobre el valor de marca percibido en contextos latinoamericanos. Se empleó un método cualitativo teórico-documental mediante una revisión crítica e interpretativa fuentes académicas especializadas, utilizando criterios de pertinencia y codificación temática. Como resultados, se identificó una transición hacia enfoques donde el residente es co-constructor de legitimidad. La presencia refiere a la reputación externa y las personas a la legitimidad interna, son dimensiones complementarias; sin embargo, existe una subrepresentación de literatura latinoamericana y falta de estandarización en las métricas de interacción social. Se concluye que, el valor de marca percibido depende de la coherencia entre la narrativa institucional y la experiencia urbana cotidiana.
Citas
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Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8), 520–531. https://doi.org/10.1057/palgrave.bm.2550133
Belabas, W. (2023). Glamour or sham? Residents’ perceptions of city branding in a superdiverse city: The case of Rotterdam. Cities, 137. https://doi.org/10.1016/j.cities.2023.104323
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Bonakdar, A., & Audirac, I. (2020). City Branding and the Link to Urban Planning: Theories, Practices, and Challenges. Journal of Planning Literature, 35(2), 147–160. https://doi.org/10.1177/0885412219878879
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Chan, C.-S., & Marafa, L. M. (2016). The green branding of Hong Kong: visitors’ and residents’ perceptions. Journal of Place Management and Development, 9(3), 289–312. https://doi.org/10.1108/JPMD-02-2016-0008
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Falahatkar, H., & Aminzadeh, B. (2020). The sense of place and its influence on place branding: a case study of Sanandaj natural landscape in Iran. Landscape Research, 45(1), 123–136. https://doi.org/10.1080/01426397.2018.1560401
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Górska-Warsewicz, H. (2020). Factors determining city brand equity-A systematic literature review. In Sustainability (Switzerland) (Vol. 12, Number 19). MDPI. https://doi.org/10.3390/SU12197858
Green, A., Grace, D., & Perkins, H. (2016). City branding research and practice: An integrative review. In Journal of Brand Management (Vol. 23, Number 3, pp. 252–272). Palgrave Macmillan Ltd. https://doi.org/10.1057/bm.2016.8
Hamidi, A., Salaripour, A. A., & Hesam, M. (2025). Organizational structure and creative urban branding: Exploring the mediating role of urban spaces and historical capacities. International Journal of Human Capital in Urban Management, 10(4), 629–644. https://doi.org/10.22034/IJHCUM.2025.04.03
Hankinson, G. (2007). The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. Journal of Brand Management, 14(3), 240–254. https://doi.org/10.1057/palgrave.bm.2550065
Hanna, S., Rowley, J., & Keegan, B. (2021). Place and Destination Branding: A Review and Conceptual Mapping of the Domain. European Management Review, 18(2), 105–117. https://doi.org/10.1111/emre.12433
Kalandides, A. (2011). City marketing for Bogotá: a case study in integrated place branding. Journal of Place Management and Development, 4(3), 282–291. https://doi.org/10.1108/17538331111176093
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58–73. https://doi.org/10.1057/palgrave.pb.5990005
Kavaratzis, M., & Ashworth, G. J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift Voor Economische En Sociale Geografie, 96(5), 506–514. https://doi.org/10.1111/j.1467-9663.2005.00482.x
Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69–86. https://doi.org/10.1177/1470593112467268
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Kostopoulou, S., Sofianou, P. K., & Tsiokanos, K. (2021). Silk road heritage branding and polycentric tourism development. Sustainability (Switzerland), 13(4), 1–18. https://doi.org/10.3390/SU13041893
Kotler, Philip., Haider, D. H. ., & Rein, I. J. . (1993). Marketing places: Attracting investment, industry, and tourism to cities, states, and nations. Free Press.
Kumar, N., & Panda, R. K. (2019). Place branding and place marketing: a contemporary analysis of the literature and usage of terminology. International Review on Public and Nonprofit Marketing, 16(2–4), 255–292. https://doi.org/10.1007/s12208-019-00230-6
Lam, S. S. (2025). How to brand a city to appeal to young consumers: a qualitative study. Qualitative Market Research: An International Journal, 28(4), 607–624. https://doi.org/10.1108/QMR-01-2024-0013
Lucarelli, A., & Olof Berg, P. (2011). City branding: a state of the art review of the research domain. Journal of Place Management and Development, 4(1), 9–27. https://doi.org/10.1108/17538331111117133
Merrilees, B., Miller, D., & Herington, C. (2009). Antecedents of residents’ city brand attitudes. Journal of Business Research, 62(3), 362–367. https://doi.org/10.1016/j.jbusres.2008.05.011
Mohammadi Aydoghmish, F., & Rafieian, M. (2022). Developing a comprehensive conceptual framework for city branding based on urban planning theory: Meta-synthesis of the literature (1990–2020). Cities, 128. https://doi.org/10.1016/j.cities.2022.103731
Oguztimur, S., & Akturan, U. (2016). Synthesis of City Branding Literature (1988–2014) as a Research Domain. International Journal of Tourism Research, 18(4), 357–372. https://doi.org/10.1002/jtr.2054
Paredes Castellanos, E., Diaz Casallas, E., Franco Ávila, J. A., & Parra Niño, F. A. (2024). Model to determine the capacity of representation of a territorial brand. Revista Venezolana de Gerencia, 29(106), 659–673. https://doi.org/10.52080/rvgluz.29.106.13
Paz, S. (2008). Marca de ciudad y democratización de la gestión pública. Revista Venezolana de Gerencia, 13(42), 183–197. https://ve.scielo.org/scielo.php?script=sci_arttext&pid=S1315-99842008000200002
Pilay, L., & Neves, M. (2020). Diseño para la valoración del patrimonio cultural-gráfico de la ciudad. Grafica, 8(15), 56–61. https://doi.org/10.5565/rev/grafica.171
Rebelo, C., Mehmood, A., & Marsden, T. (2020). Co-created visual narratives and inclusive place branding: a socially responsible approach to residents’ participation and engagement. Sustainability Science, 15(2), 423–435. https://doi.org/10.1007/S11625-019-00760-2
Rezvanpour, N., & Bayat, A. (2017). Determining effective urban design factors within the branding strategy due to brand city spaces and evaluating city spaces by comparing them to the presented factors. A case study of ChaharBagh Avn, Isfahan, Iran. Energy Procedia, 115, 6–17. https://doi.org/10.1016/J.EGYPRO.2017.05.002
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Publicado
2026-07-01
Cómo citar
Abarca-Cruz, A. M., & Barbery-Montoya, D. (2026). City branding y legitimidad multinivel: Una revisión crítica e interpretativa en contextos latinoamericanos. Revista Venezolana De Gerencia, 31(15), e31e1543. Recuperado a partir de http://www.produccioncientifica.luz.edu.ve/index.php/rvg/article/view/45784
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