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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.

This study aims to investigate how place satisfaction (SAT) and residents’ ambassadorship behaviour (RAB) are related to residents’ place attachment (PAtt). In addition, this relationship is examined at the city and the neighbourhood levels.

This study is based on a questionnaire survey of 1,160 residents from Khulna city in Bangladesh. This research model is tested using structural equation modelling.

The findings support the four-dimensional (place dependence, place social bonding, place identity and place affect) second-order construct of PAtt. It also highlights that RAB mediates the relationship between residents’ SAT and PAtt at the city and neighbourhood levels.

Future research can investigate how RAB changes over time. In addition, the research model can be tested in multi-city and multi-country contexts.

The results from this study emphasise the need for urban planners to satisfactorily meet the needs of the residents to engender positive word-of-mouth, which can lead to greater PAtt.

This study contributes by improving the understanding of the way PAtt is influenced by SAT and RAB. Furthermore, it shows that this influence varies across city and neighbourhood levels.

This paper aims to investigate the impact of the COVID-19 pandemic on participatory place branding processes and, in particular, on multiple actors’ ability to build agency.

An in-depth qualitative inquiry of place branding processes in Cardiff (UK) was undertaken during the second wave of the COVID-19 pandemic. Semi-structured (online) interviews with 28 city representatives from the public, private and voluntary sectors are analysed using three-stage conceptual coding.

Five transitions in the meaning-making and engagement processes at the nexus of participatory place branding are identified: heightening value of the local environment; building and sharing local knowledge; embedding a sense of community into relational networks; innovating engagement channels; and blurring of roles and responsibilities. Combined, these demonstrate a cultivating place (brand) attachment and evolving logics around participation.

Transitions in actor agency require monitoring over time, drawing on additional studies, wider samples and multidisciplinary frameworks.

Local knowledge and multi-actor networks are increasingly viewed as valuable assets, providing legitimacy for those in possession of these resources and for the brand. Practitioners, policy makers and community representatives should support innovative ways to involve and learn from local actors, including those not currently active across the place brand web.

Antecedents to actor agency are investigated, highlighting that during a period of disruption actors gained legitimacy for their participation by emphasising the value attached to localities, building place (brand) attachment and drawing on blurred place branding boundaries.

The purpose of this introductory paper is to outline the theme of – and introduces the papers comprising – this special issue on post-Covid place marketing.

A brief literature review outlines some of the impacts of the COVID-19 pandemic on places and also for place-bound and spatially oriented industry sectors (particularly retailing and tourism and hospitality, which are often the focus of place marketing initiatives) before describing the papers constituting the special issue.

The impacts of the COVID-19 pandemic on places are identified, relating to both economic and more phenomenologically oriented impacts, and the implications for place resilience are considered. The papers comprising the special issue are grouped into two main themes relating to the impact of the COVID-19 pandemic on retailing and the impact of the pandemic on place marketing processes.

Notwithstanding the burgeoning literature on the COVID-19 pandemic and its impacts, the papers comprising this special issue focus on specific place-oriented marketing (and retailing) implications, providing potential avenues for future research.

Because of the slow market growth of and intense competition among coffee shops, increasing brand preference and patronage intention is crucial in the coffee shop industry. Although place attachment theory (PAT) and social identity theory (SIT) stipulate that place attachment and social identity are key constructs of revisit intention, no studies have yet integrated the dimensions of SIT into PAT to predict place preference (PP) and repatronage intention (RI). In this study, the authors aimed to develop a theoretical model grounded in PAT and SIT to predict PP and RI.

A total of 648 coffee shop customers participated in an online survey, and their data were analyzed through structural equation modeling.

The results indicated that cognitive and affective place identity (PI) directly affected place dependence (PD) but did not directly affect PP. Cognitive PI also indirectly affected PD through affective PI. PD exerted a positive and significant effect on PP and thus affected RI.

These findings provide insights into the importance of cognitive and affective PI in shaping PD, PP and RI. From a place attachment perspective, the theoretical model enables coffee shop managers to cultivate strong PP to increase customer RI.

Emphasizing the role of residents as destination advocates, the purpose of this paper is to investigate the influence of residents’ familiarity with, and, favorability of attractions on destination image.

A mixed methods research strategy was employed using 15 individual in-depth interviews and a survey questionnaire with a sample of n=364. The study utilizes an attraction familiarity index to classify respondents into four groups based on high, average, and low familiarity and examines the characteristics of each in the relationship between informational familiarity, experiential familiarity, and favorability and destination image.

The study reveals resident perceptions of attractions within the tourism product assembly framework and illustrates the positive relationship between the residents’ level of familiarity with, and favorability of visitor attractions and destination image. Further, the findings also demonstrate the significant role of demographic characteristics such as gender and length of residency in the area. The study findings suggest that temporary residents can function as destination advocates.

Employees and students from a prominent northeastern university were sampled, representing local residents and temporary residents respectively. While appropriate and fairly representative of the target market for the research questions in this investigation, more work is required to replicate this study utilizing representative samples across different locations.

Evidence from the study indicates the importance of marketing to residents as they serve as destination advocates. In particular, the residents’ familiarity with and favorability of attractions is critical to positive destination image. The research offers insights into the identification of potential segments of residents that require special attention.

Limited existing research investigates the role of residents as destination advocates, especially in the context of destinations that lack a primary tourism attraction but have a well-balanced mix of attractions.

This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context.

The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city.

Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender.

As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives.

To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand.

This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting.

Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model.

Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message.

The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness.

Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message.

Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

Using service-based logic as its theoretical lens, this study aims to approach residents’ place satisfaction in a novel way. The purpose is to explore residents’ perception of the place in which they live and to shed new light on their place satisfaction.

The paper is based on explorative qualitative focus group research. Data were collected in two typical municipalities in southern Sweden. The sampling procedure was purposive, resulting in six focus groups, consisting of a total of 33 residents. The empirical material was transcribed and analyzed using a structured content analysis inspired by grounded theory.

A model for understanding residents’ perceptions of what constitutes a good place to live is introduced. The model shows that many value propositions are produced in the provider sphere, independent of the user, for example by the municipality or the business sector. Other value propositions are co-created in a joint sphere, meaning that the user is actively involved in the production of these value propositions. The resident then uses different value propositions to create value-in-use in the resident sphere, independent of the provider, and to co-create value-in-use in the joint sphere.

The study creates a bridge between the stream of research on place satisfaction and studies that take stakeholders and co-creation into consideration; it shifts from the prevalent provider perspective on place branding and static place attributes to a focus on the relationship between users and providers.