Place branding en el sector agroindustrial. Revisión de literatura

• Eugenio Paredes Castellanos https://orcid.org/0000-0002-0314-0872
• Maricela Isabel Montes-Guerra https://orcid.org/0000-0002-6569-6219
• Guido Angello Castro-Ríos https://orcid.org/0000-0002-8519-1998

DOI: https://doi.org/10.52080/rvgluz.31.115.21

Palabras clave: place branding, agroindustria, desarrollo económico, gestión, estrategia

Resumen

El objetivo de este artículo es presentar una revisión estructurada y sistemática de la literatura sobre place branding, con énfasis en sus aportes al sector agroindustrial. Para la búsqueda documental se utilizaron bases de datos de amplio reconocimiento académico y su análisis lexicométrico mediante el software IRAMUTEQ. El estudio examina la evolución del place branding mediante el análisis de publicaciones realizadas desde 2006 al 2025, usando palabras clave y patrones de coocurrencia, lo que permite identificar y agrupar los principales conceptos empleados en la literatura. A partir de esta síntesis se propone un marco conceptual que integra antecedentes, mediadores y convergencias teóricas, y que evidencia la incidencia del place branding en las dinámicas del sector agroindustrial. Este análisis contribuye a consolidar el constructo de agricultural place branding, ampliando su comprensión en contextos territoriales y productivos. Los hallazgos ofrecen aportes teóricos a la literatura especializada y generan implicaciones prácticas para los gobiernos en la gestión territorial y la formulación de políticas orientadas al fortalecimiento del sector agroindustrial (Medina et al., 2026). Asimismo, proporcionan herramientas para que las empresas articulen sus estrategias con la identidad territorial y aprovechen el valor añadido derivado del posicionamiento del lugar.

Citas

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