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 language | English |
|---|---|
| Article number | 103287 |
| Journal | Cities |
| Volume | 116 |
| DOIs | |
| State | Published - Sep 2021 |
Bibliographical note
Publisher Copyright:© 2021 Elsevier Ltd
Funding
We thank Dawn Schmidt for language editing. We wish to thank the Ruppin Academic Center for funding the data collection and additional technical aspects of the work. Both authors contributed equally to the preparation of this manuscript.
| Funders | Funder number |
|---|---|
| Ruppin Academic Center |
Keywords
- City branding
- City image
- Place attachment
- Place involvement
- Residents' loyalty
- Segmentation