Can one brand fit all? Segmenting city residents for place branding

Shaked Gilboa, Eugene Jaffe

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

Many city branding campaigns fail because they ignore input at the planning stage from local residents, who are among the most crucial stakeholders. Moreover, many campaigns that do consider residents fail to address the varying preferences, attitudes or needs of different groups. To help prevent these mistakes, the current study identifies different segments of residents based on their degree of involvement in and attachment to the city. Four segments of residents who differ in their perceptions of city image, loyalty and socio-economic status are identified. The findings illustrate the heterogeneous nature of city residents and suggest practical implications for city marketers and municipalities.

Original languageEnglish
Article number103287
JournalCities
Volume116
DOIs
StatePublished - Sep 2021

Bibliographical note

Publisher Copyright:
© 2021 Elsevier Ltd

Keywords

  • City branding
  • City image
  • Place attachment
  • Place involvement
  • Residents' loyalty
  • Segmentation

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