International positioning through online city branding: the case of Chengdu
Journal of Place Management and Development
ISSN: 1753-8335
Article publication date: 7 October 2013
Abstract
Purpose
The aim of the present study is to add to the existing research on online city branding by studying how metropolitan cities are internationally positioned using the internet and online branding. The focus is on objectives and strategies, method and expression (including five illustrations), and challenges in online city branding.
Design/methodology/approach
The article relies on a single-case study approach, using the Chinese city of Chengdu as a case and illustration. Methods used are interviews, observations and documentation (including online material).
Findings
The study illustrates how Chengdu uses online city branding in its international positioning. Chengdu's online branding is influenced by certain imagery, as well as challenges. Collaboration and endorsement crystalize as central elements in Chengdu's online city branding.
Research limitations/implications
This article and study can be seen as an important element in broadening the understanding for online city branding to international audiences.
Practical implications
The study offers insights to practitioners on how online city branding is carried out in a Chinese context and in the city of Chengdu.
Originality/value
The study can be regarded as an important contribution to an area of practice and research which still is fairly new and unexplored, and an area that hitherto has not been well covered in the international literature.
Keywords
Acknowledgements
The author would like to extend her appreciation to the National Academy of Economic Strategy (NAES) at the Chinese Academy of Social Sciences (CASS), and especially Dr Liu Yanping for his and his organization's support during her stay in China in June and July 2012. She would also like to extend her appreciation to the Forum for Asian Studies at Stockholm University, for enabling the data collection in China referred to and included in this article. Moreover, she would like to show her gratitude to her supervisors, Prof. Per Olof Berg, Prof. Ali Yakhlef and Prof. Fan Xiucheng, and to her colleagues at Stockholm University School of Business (SUSB), for supporting her in the research. Last but certainly not least she would like to extend her gratefulness to the interviewees that have shared their thoughts with her on city branding in China.
Citation
Björner, E. (2013), "International positioning through online city branding: the case of Chengdu", Journal of Place Management and Development, Vol. 6 No. 3, pp. 203-226. https://doi.org/10.1108/JPMD-03-2013-0006
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited