...Maria Briana Purpose Product-place co-branding underpins a wide variety of activities in our lives but is oddly neglected in the context of place branding theory and practice. This paper aims to highlight the important role of product-place co-branding as a tool for stakeholders’ engagement...

... success is expected to depend on residents’ positive attitudes toward tourists. The following sections introduce and examine the theoretical concepts of place branding and consumer place images, as well as three key works on resident ambassadors in co-branding, which can assist in making sense...