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Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The purpose of this paper is to identify the internal stakeholders associated with PB and particularly, the roles they play in such a process.

Through a systematic literature review in four major global databases, 55 qualified research studies on PB were identified and thoroughly reviewed. Selected studies were examined, analysed and classified according to five categories: bibliographic data, methodologies adopted, conceptual frameworks, empirical foundation and stakeholders’ relevance.

This study shows no existing consensus over the type/role of internal stakeholders in PB research. The findings indicate different methodologies, conceptual frameworks and branding approaches, as well as various empirical foundations in the reviewed studies. The results highlight the significance of internal stakeholders’ influence over PB and their roles in the process. The findings also underline the need for strategies that prioritise stakeholders’ social interactions, collective experiences and affective engagement to develop an inclusive place brand.

This study provides an alternative perspective that underlines the development of inclusive PB frameworks by providing stakeholders with motivational and emotional incentives, capturing their creativity and imagination and encouraging them to participate in the process. Such frameworks entail a transdisciplinary approach to PB as a dynamic process that depends on all internal stakeholders’ active engagement.

This review offers an in-depth perspective on relevant internal stakeholders and their roles in PB. The study further scrutinises the three most related research topics on internal stakeholders, including co-creation, internal branding and participatory PB.