Dalarna University's logo and link to the university's website

du.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Branding in the public sector: a systematic literature review and directions for future research
Umeå universitet, Företagsekonomi.ORCID iD: 0000-0002-0271-7887
Umeå universitet, Företagsekonomi.
Umeå universitet, Företagsekonomi.ORCID iD: 0000-0003-0685-5360
2019 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, no 2, p. 126-140Article in journal (Refereed) Published
Abstract [en]

The increased interest of public organizations in using corporate branding principles creates a need to understand how to implement such principles effectively. Although previous research investigates challenges related to branding in this context, the findings provide contradictory evidence and opposing recommendations. The purpose of this study is to conduct a systematic review of literature on branding in the public sector and to explore directions for future research. The results demonstrate that owing to the distinct differences between the private and public sectors, there is a need to adapt branding principles to meet the sector-specific challenges faced by public organizations. However, the extent of the required changes needs further research. This literature review presents a number of potential directions for future studies, which focus on diverse topics related to the internal and external aspects that are crucial to the successful branding of public organizations.

Place, publisher, year, edition, pages
Palgrave Macmillan , 2019. Vol. 26, no 2, p. 126-140
Keywords [en]
literature review, corporate branding, public organization, public sector, stakeholders, public sector branding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-34740DOI: 10.1057/s41262-018-0116-2ISI: 000465156200004Scopus ID: 2-s2.0-85046632494OAI: oai:DiVA.org:du-34740DiVA, id: diva2:1457238
Available from: 2019-03-01 Created: 2020-08-11 Last updated: 2020-08-14Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records

Leijerholt, UlrikaBiedenbach, GalinaHultén, Peter

Search in DiVA

By author/editor
Leijerholt, UlrikaBiedenbach, GalinaHultén, Peter
In the same journal
Journal of Brand Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 155 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf