The contribution of agri-food products in diverse strategic approaches to place branding

Purpose The purpose of this study is to examine how the literature has addressed agri-food products within the various place branding approaches. Design/methodology/approach A systematic literature review was conducted using the Scopus and Web of Science databases. Articles were analyzed using bibliometric data and synthesized by grouping them based on their proximity to place branding terms. A descriptive analysis was also conducted, which included coding and categorization, resulting in constructs that were generalized into a conceptual model. Findings The results show that despite the existence of several similar approaches to place branding, there appears to be no clear distinction between them. Regardless of the conceptual framing, the articles indicated a synergy between food and place that can lead to positive outcomes by enhancing value perceptions and fostering local development. Furthermore, the degree of social capital development, coupled with marketing strategies and management practices related to sustainability, can be considered as key enablers that enhance these outcomes. Originality/value This study explores the intersection between place branding and agri-food products, taking into account the different approaches of place branding, which enriches the existing literature. Furthermore, the findings, presented through a conceptual model, provide valuable insights into how food can contribute to local development through place branding strategies.