Search results

The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society.

An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 2011.

Results show how in order to increase city brand attitudes, both the focus on mega-events and the ecological orientation are two successful ways. Moreover, improvements in city brand attitudes can bring significant benefits on the positive perception of quality of life among citizens.

This investigation has made progress in implementing the experiential marketing channeled through emotional experiences in mega-events and, particularly, in environmentally oriented mega-events, which is able to improve ecological orientation of citizens. To date, no evidence of empirical research referenced in mega-events of the features of the National Fair of San Marcos, Mexico, exists.

The purpose of this paper is threefold: developing an effectiveness communication model for a city rotary event. Empirical validation of the new effectiveness model based on a city cultural festival event to explore the similarity and difference of perception change on event attendance. Providing a structural equation modeling (SEM) analysis of communication model for both professional event organizers and PCO guidelines when determining an event’s marketing strategy priorities.

The authors use SEM to verify the relationship between variables, and path coefficient comparison analysis which was adapted for model verification and hypothesis testing. Analytical methods included reliability analysis, descriptive statistical analysis, Hotelling T ²-test, SEM analysis.

This result demonstrates that attendee increased their emotion, attitude, city brand image as result of the event activities, and positive event emotions have the highest influence toward to a positive city’s brand emotion. A positive city brand emotion especially has the second highest influence on attendee next event retentions. A positive city brand emotion will lead to a positive city brand attitude, but city brand attitudes will not have a positive impact on retentions.

The contribution and value of this study is that the authors established a new effectiveness communication model which introduce the city branding concept into the research. The study provides empirical evidence of the effectiveness illustrations of the application in the communication model. The research meets the objective in this effectiveness communication model. It illustrates the directions for how an event should be designed in order to create a positive city brand attitude for retention.

The purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand.

A literature analysis and qualitative study inform a conceptual model, which is tested with structural equation modelling using 354 evaluations of the six largest German cities by 294 highly skilled, potential residents, in terms of their perceptions of city brand benefits and attitudes.

Social life and self–brand connection positively affect the city brand attitudes of highly skilled, potential residents. In contrast, cost efficiency, job chances and recreation do not affect these attitudes.

The relevance of city brand benefits might be specific to a country or culture, so further research should test the conceptual model in other settings, including smaller cities. Further studies might compare the relevance of the effects for actual and potential residents.

Social life emerged as the most important city brand benefit, so cities must ensure they offer and communicate a rich social life. Cities also should identify and communicate congruent characteristics between the city and the self-concepts of relevant target groups.

This study identifies relevant and irrelevant city brand benefits for highly skilled, potential residents. In addition, it establishes self–brand connection as symbolic benefit that previous research into potential residents has not considered.

This study aims to provide nuanced insights into the effectiveness of digital outdoor advertising in redefining urban tourism appeal. Amidst a transformative era for urban tourism and city branding strategies, this study evaluates Tecoration’s influence on city branding and tourism promotion frameworks. Using the “Wave” digital outdoor advertising campaign in Seoul as a focal point, this analysis explores how such innovative marketing efforts reshape potential tourists’ perceptions and intentions toward visiting Seoul.

The study uses a bifurcated methodological framework. The initial phase undertakes a granular topical analysis, decoding keyword patterns from YouTube video commentaries, offering an unmediated insight into viewer sentiment. This is juxtaposed with a structural equation modeling technique in the subsequent phase, which serves to validate and triangulate the findings of the primary analysis.

The study reveals that viewer reactions, imbued with a sense of surprise attributable to both the content’s novelty and the technological innovation, exhibit a strong correlation with increased media engagement. This enhanced engagement significantly influences the viewers’ overall perception of the city, culminating in a marked increase in their intentions to visit Seoul.

The findings have transformative implications for city branding strategies, accentuating the potential of digital outdoor mediums. The study advocates for a paradigm shift that underscores the indispensability of Tecoration in elevating urban brand imagery and catalyzing the broader objectives of smart city metamorphosis, urban tourism rejuvenation and commercial growth trajectories.

The results of this research highlight the transformative potential of digital outdoor media in city branding. The findings suggest a shift in strategy, emphasizing the critical role of Tecoration in enhancing urban brand imagery, driving smart city development, revitalizing urban tourism and fostering commercial growth. This study underscores the strategic importance of integrating Tecoration into the urban branding framework, showcasing its vital contribution to the growth and dynamism of modern cities.

The findings of this study highlight the social implications of integrating Tecoration media in urban environments. By enhancing city branding and tourism through innovative digital signage, cities can foster a more vibrant and attractive urban atmosphere, promoting community pride and engagement. Additionally, the increased visitor traffic can boost local economies and support cultural exchange, contributing to the overall social and economic well-being of urban areas. Strategic use of digital outdoor advertising can also bridge the gap between technological advancements and public spaces, creating more interactive and inclusive urban experiences for residents and tourists alike.

This study embraces a viewer-centric perspective, delving into the relatively uncharted realms of surprise and media engagement within the digital consumption landscape. By adopting this innovative angle, the research significantly deepens the comprehension of viewer experiences and broadens the academic boundaries concerning city branding and media effect frameworks in management literature.

The purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process.

A conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents of self‐brand connection and brand advocacy in the context of city branding. The model is then tested using structural equation analysis on a sample of residents from an American city that has taken a cultural/entertainment approach to its branding efforts.

Findings indicate that brand associations, including attitude toward the branding efforts of the city, perceived quality of the brand and the uniqueness of the brand, are crucial in the branding and positioning efforts of a city to its residents. When strong brand associations exist, residents may develop such a connection to the brand that it becomes reflective of their self‐concepts. When this occurs, a self‐brand connection is formed and residents may become advocates of the brand.

This research has special implications for places and municipalities that are in the process of developing branding strategies for their locales as well as those interested in achieving a competitive advantage with existing brand management systems.

This research provides further insight into the application of branding theory to places and destinations. Implications for developing effective brand management systems that appeal to local residents are enumerated.

The purpose of this paper is to identify the factors underlying residents’ lack of involvement and engagement with their city brand. This paper addresses the gap in understanding residents’ disengagement from their city brand.

In-depth interviews with 14 residents of Dunedin City, New Zealand, were conducted to identify and understand the factors that underlie residents’ disengagement from their city brand. The interviews were transcribed and analysed using thematic analysis.

Four major themes or factors that influence residents’ disengagement were identified: lack of brand awareness/knowledge; lack of brand identification; disapproval of local government actions; and cynical attitudes towards involvement.

This paper focuses on one city brand, with its unique history and institutional context, and the thoughts and experiences of a limited group of residents, thus limiting the applicability of the findings. A longitudinal study would be helpful to identify if residents’ engagement with their place brand change over time and the underlying reasons for such changes.

Extant research highlights the importance of a participatory, co-creative process between citizens and local governments for building city brands. Despite this, this study’s findings demonstrate that there might be several formidable barriers to resident participation in their city’s branding process.

This paper represents a first step in understanding what might trigger or contribute to residents becoming disengaged from their city’s brand. Therefore, this paper considers the “hidden voices” of residents who have become largely disconnected from the city brand.

The purpose of this paper is to explore whether multiple stakeholders imbue a single or multiple meanings to a city brand.

The branding literature hints at multiple stakeholders but most studies take a single stakeholder perspective. A two‐stage quantitative study was used to examine similarities and differences between two stakeholder groups. The context for the study is city branding.

The evidence suggests that different external stakeholders do have different brand meanings associated to a city brand. Each stakeholder group applies their own filter to interpret the meaning of the city brand. Essentially, a new conceptualisation of the city brand is provided.

Although the samples are reasonably large, it is important to apply the framework to other city brands to test for generalisability. Future research might also test the filter concept in the more general context of corporate branding.

Organisations need to recognise the multi‐faceted, multiple meanings of the brand as a whole. Corporate communication requires adjustment from a convergence approach to one that recognises different brand purposes for each stakeholder group. The ideas are readily usable in not‐for‐profit communities.

The paper joins a small number of studies that challenge the conventional wisdom that convergence of brand meaning across stakeholder groups is an ideal state. The paper develops a filter concept as a way of showing that different stakeholder groups might use a different filter or lens to interpret a city brand.

This study aims to propose a conceptual framework for the acceptability of city branding on social media. The conceptual framework of the acceptability of city branding is necessary to achieve a successful city brand in the social media era. It tries to develop the use of social media in city branding practices and its acceptability, especially in the areas of urban planning and development. The study also explores important issues in the use of social media and its acceptability in city branding practices.

This study was initially conducted using a literature review of relevant, recent, and trustworthy scholarly publications (books, journals, reports, and proceedings) about city branding and acceptability from the electronic database by using relevant terms and keywords to find the relevant literature. The next step was to identify the essential variable described in the literature and assess how these are connected to one another. The last step was to create a conceptual framework using the variables that were found and their interrelationships.

Social media is crucial for determining a successful model of city branding strategy. Incorporating social media in the city branding process may lead to emerging bottom-up forms of influencing the city branding process, creating better-accepted city branding from wider audiences and guaranteeing a long-term successful city brand. The results of this paper indicate that one can utilize social media user-generated content (from residents and visitors), local government-created content, peer interaction, electronic word of mouth (e-WOM), and the engagement and participation medium to understand whether city branding is accepted by stakeholders through nine dimensions of acceptability: knowledge, information diffusion, experience, attachment, congruence, behavioral intention, perceived quality, engagement, and participation.

This research outcome can be used to evaluate and extend the classical theory of the acceptability of city branding, or even the overall umbrella term of branding, in the digital age. Despite its contribution, this study is not without limitations. The conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.

The conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent the real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.

This research highlight some acceptability dimensions of city branding practice and also emphasize social media platform as useful tool to understand people's opinion, attitude and behavior. Combining these two concepts of the acceptability of city branding and the use of social media provides an opportunity to achieve the goals of meaningful, authentic and resilient city branding.

The purpose of this paper is to analyze the attributes of Blumenau city brand, from the residents’ perspective and its relation to their intention to remain living there.

This is a quantitative study using survey data collected from a sample of 417 subjects, stratified by neighborhood, income class, gender and age. The theoretical and methodological framework is the scale developed by Merrilees et al. (2009) and the FOCUS (2014) report about the self-image of the residents of Blumenau.

There is a positive relationship between the assessment of the attributes of the municipality and the residents’ attitude toward Blumenau brand. The study also verified a positive relationship between Blumenau brand assessment and the residents’ intention regarding their own future. In fact, the relative satisfaction of the respondents with the attributes of the city, as well as the positive socio-economic indicators, influenced the intention to stay in the municipality.

This work presents a methodological combination of the evaluation of city branding and the intention to remain living in a certain place. The study adds important information on the role of the residents on the process of city brand building, showing that besides the transient assessment, the intentions to remain in a place should be considered, given that such intent is linked to the image that residents have of the city.

The purpose of this paper is to study residents’ ambassadorship and citizenship behaviours and to formulate a conceptual model that incorporates the antecedents of these behaviours.

The author collected data from 858 residents of Bangkok, the capital city of Thailand, in January 2016. Structural equation modelling was used to test the hypotheses.

This study found that two behaviours – city ambassadorship and city citizenship – result from residents’ positive attitudes about the city. In turn, the perceived quality of the city’s major attributes, including its activities, economy, nature, socialisation and transport, positively affect resident satisfaction and identification.

City administrators and marketers are encouraged to complement the goal of increasing resident satisfaction with these two behavioural indicators to analyse a city’s resident groups, compare and benchmark them with other cities and track changes periodically. Furthermore, the findings suggest that city administrators must develop their cities in a balanced and holistic way because all attributes of a city significantly affect its residents’ attitudes and behaviours.

This research extends the academic understanding of residents by investigating “city ambassadorship behaviours” and “city citizenship behaviours” within the city marketing discipline. The two concepts and the conceptual model can be further used to study residents in other contexts. Researchers can also use these two concepts to further develop alternative conceptual frameworks that deepen and broaden the understanding of residents’ positive behaviours.