A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
City brand equity, a marketing perspective
Abstract The article addresses the issue of city brand equity, presenting an overview of the existing models of brand equity assessment as well as the results of a qualitative study conducted on a sample composed of local-government administration and stakeholder organization representatives. The grounded theory method was employed for data analysis, with the use of the Atlas.ti workbench. The results obtained allowed for identification of four dimensions of city brand equity: brand perception, perceived brand quality, brand loyalty and stakeholder involvement in the co-creation of the city's brand. Each dimension has been assigned components. The article fills the gap in the research on the brand equity of Polish cities. It can be of use for the local-government practice concerning city offer development, stakeholder communication, and measurement of the effects arising from the marketing activities aimed at the developing a city's brand.
Highlights Various brand-related marketing effects, which are in line with the effect hierarchy adopted in the assessment of activity effectiveness, they constitute as the basis for measurement of city brand equity. Positive perception of city brand quality influences development of brand loyalty, whereas loyalty influences stakeholder engagement. The main city brand dimensions and the elements making it up employ a set of measures, which can be used for measurement of the effects associated with the activities undertaken by the local government administration. The cooperation undertaken by stakeholders and the local administration is an important measure of the equity
City brand equity, a marketing perspective
Abstract The article addresses the issue of city brand equity, presenting an overview of the existing models of brand equity assessment as well as the results of a qualitative study conducted on a sample composed of local-government administration and stakeholder organization representatives. The grounded theory method was employed for data analysis, with the use of the Atlas.ti workbench. The results obtained allowed for identification of four dimensions of city brand equity: brand perception, perceived brand quality, brand loyalty and stakeholder involvement in the co-creation of the city's brand. Each dimension has been assigned components. The article fills the gap in the research on the brand equity of Polish cities. It can be of use for the local-government practice concerning city offer development, stakeholder communication, and measurement of the effects arising from the marketing activities aimed at the developing a city's brand.
Highlights Various brand-related marketing effects, which are in line with the effect hierarchy adopted in the assessment of activity effectiveness, they constitute as the basis for measurement of city brand equity. Positive perception of city brand quality influences development of brand loyalty, whereas loyalty influences stakeholder engagement. The main city brand dimensions and the elements making it up employ a set of measures, which can be used for measurement of the effects associated with the activities undertaken by the local government administration. The cooperation undertaken by stakeholders and the local administration is an important measure of the equity
City brand equity, a marketing perspective
Sokołowska, Ewelina (author) / Pawlak, Katarzyna (author) / Hajduk, Grzegorz (author) / Dziadkiewicz, Anna (author)
Cities ; 130
2022-08-10
Article (Journal)
Electronic Resource
English