«Public Administration Issues» Journal,

Post. address:
National Research University
Higher School of Economics
20 Myasnitskaya Str., Moscow 101000, Russian Federation
Location address:
of. 307, 4/2, Slavyanskaya sq., Moscow 109074, Russian Federation

Tel./fax: 7 (495) 772-95-90, ext. 12631

E-mail: vgmu@hse.ru 


Major Indexing

Research and educational journal
Published quarterly since 2007
ISSN 1999-5431
E-ISSN 2409-5095

Pavel Makarov1, Anna A. Chub2
  • 1 Dr. Sci. (Econ.), Professor, Chair of Management, The Russian Presidential Academy of National Economy and Public Administration, Vladimir Branch, 59a Gorkogo Str., 600023, Vladimir, Russian Federation.
  • 2 Dr. Sci. (Econ.), Professor,Department of HR Management and Psychology, Financial University under the Government of the Russian Federation, 49/2, Leningradsky Ave., Moscow, 125167, Russia.


2022. No. 3. P. 142–170 [issue contents]

This paper aims to explore how regional socio-economic conditions and organizational factors affect the success of place branding activities. The secondary purpose is to systematize place branding practice of the Russian federal subjects.We conducted a logistic regression analysis of place branding success probability versus quality of place branding organisation and regionalsocio-economic conditions.The sample is comprised of 22 federal subjects of Russia within the period of 2010 to 2021. The secondary purposeis achieved through a chronological and cartographic analysis of place branding activities. We confirmed the positive influenceof organizational factors, used as a control variable, onplace branding success, and revealed the relationships between place branding success and some socio-economic conditions ofthe federal subjects of Russia: a positive relationship with the GRP, investment, and migration; a negative relationship with the population. The relationship with the adjacency to regions, already having place brand, was not confirmed.

This study contributes to place branding theory by unveiling the relationship of regional socio-economic conditions and place branding success. Thus, regional conditions are needed to take into account when predicting the place branding results. This is especially important when using branding as a typical development tool because the uniform success across all regions is unlikely.

Citation: Makarov, P. Yu., Chub, A.A. (2022) ‘Regional socio-economic conditions as a basis for place branding success’, Public Administration Issues, 3, pp. 142-170. (In Russian).
ISSN 1999-5431
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