Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Can one brand fit all? Segmenting city residents for place branding
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.
Highlights A branding model for segmenting city residents is developed. Four resident segments are identified based on place involvement and attachment. Attachment contributes more than involvement to place image and loyalty. Residents in high socio-economic neighborhoods are more involved and attached. Residents in low socio-economic neighborhoods are less involved and attached.
Can one brand fit all? Segmenting city residents for place branding
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.
Highlights A branding model for segmenting city residents is developed. Four resident segments are identified based on place involvement and attachment. Attachment contributes more than involvement to place image and loyalty. Residents in high socio-economic neighborhoods are more involved and attached. Residents in low socio-economic neighborhoods are less involved and attached.
Can one brand fit all? Segmenting city residents for place branding
Gilboa, Shaked (Autor:in) / Jaffe, Eugene (Autor:in)
Cities ; 116
28.05.2021
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
| BASE | 2018
Place branding and strategic planning: Towards a conceptual model to brand regions
| BASE | 2013