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作者

Shaked Gilboa;Eugene Jaffe

来源

CITIES,Vol.116,Issue1,Article 103287

语言

英文

关键字

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

作者单位

Department of Business Administration, Ruppin Academic Center, Emek Hefer 40250, Israel;Ruppin Academic Center, Emek Hefer 40250, Israel;Graduate School of Business Administration, Bar-Ilan University, Ramat Gan 5290002, Israel;Department of Business Administration, Ruppin Academic Center, Emek Hefer 40250, Israel;Ruppin Academic Center, Emek Hefer 40250, Israel;Graduate School of Business Administration, Bar-Ilan University, Ramat Gan 5290002, Israel

摘要

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.