Attributes of the Blumenau (Brazil) brand from the residents’ perspective, and its influence on the decision to stay in the destination

2017 ◽  
Vol 3 (1) ◽  
pp. 43-55 ◽  
Author(s):  
Fabrícia Durieux Zucco ◽  
Clóvis Reis ◽  
Sara Joana Gadotti dos Anjos ◽  
Samara Jane Effting ◽  
Melise de Lima Pereira
Keyword(s):  
Positive Relationship ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Brand Building ◽  
Self Image ◽  
Gender And Age ◽  
Decision To Stay ◽  
The City

Purpose The purpose of this paper is to analyze the attributes of Blumenau city brand, from the residents’ perspective and its relation to their intention to remain living there. Design/methodology/approach This is a quantitative study using survey data collected from a sample of 417 subjects, stratified by neighborhood, income class, gender and age. The theoretical and methodological framework is the scale developed by Merrilees et al. (2009) and the FOCUS (2014) report about the self-image of the residents of Blumenau. Findings There is a positive relationship between the assessment of the attributes of the municipality and the residents’ attitude toward Blumenau brand. The study also verified a positive relationship between Blumenau brand assessment and the residents’ intention regarding their own future. In fact, the relative satisfaction of the respondents with the attributes of the city, as well as the positive socio-economic indicators, influenced the intention to stay in the municipality. Originality/value This work presents a methodological combination of the evaluation of city branding and the intention to remain living in a certain place. The study adds important information on the role of the residents on the process of city brand building, showing that besides the transient assessment, the intentions to remain in a place should be considered, given that such intent is linked to the image that residents have of the city.

scholarly journals City branding and museum souvenirs: towards improving the St. Petersburg city brand

2019 ◽  
Vol 12 (4) ◽  
pp. 529-544 ◽  
Author(s):  
Iuliia Trabskaia ◽  
Iuliia Shuliateva ◽  
Rebecca Abushena ◽  
Valery Gordin ◽  
Mariya Dedova
Keyword(s):  
Product Development ◽  
Positive Impact ◽  
Visual Images ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Observation Method ◽  
The City ◽  
Insight Into

PurposeThe purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg.Design/methodology/approachIn total, 76 museums have been studied through the observation method to describe their shops’ inventory in terms of percentages of each product. Mostly St. Petersburg museums were included in the analysis. The observation method enabled the researchers to analyse the inventory of the museum souvenir shops. The findings of the analysis enabled the researchers to reach conclusions about museums’ strategies of product development.FindingsThe research allowed to make the conclusion that although the museum shops in St.Petersburg demonstrate positive tendencies in the development of competitive stores’ products a lot of work is still to be done. Not all museums are characterised by availability of clear strategy for product development. They offer souvenirs (if any) which do not differ from those existing on the market according to topics and functions which are characteristic for them. Recommendations on how to make the product of museum shops more competitive were proposed.Practical implicationsCities need new and fresh ways to create and promote their brands. Museums can contribute to this significantly with the help of souvenirs production. This research will provide insight into the process of how museums can do this by developing their shops’ inventory strategies. Recommendations to improve strategies for creation of competitive product were offered in the paper.Originality/valueIn today’s competitive conditions, museums are creating augmented products and create museum shops. Nevertheless, the role of museum shops in brand creation is underexplored. Museum shops have a high potential for creating high-quality products that may influence the museum and city brand in a positive way, as souvenirs and visual images of museum artifacts play an essential role in making an impression on tourists.

Art-event image in city brand equity: mediating role of city brand attachment

2020 ◽  
Vol 6 (3) ◽  
pp. 491-509
Author(s):  
Deepa Jawahar ◽  
Vinney Zephaniah Vincent ◽  
Anju Varghese Philip
Keyword(s):  
Brand Equity ◽  
Regional Climate ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Mediating Role ◽  
Art Form ◽  
Tourism Product ◽  
Event Image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

scholarly journals Intra-organizational brand resistance and counter-narratives in city branding – a comparative study of three Danish cities

2020 ◽  
Vol 23 (4) ◽  
pp. 1001-1018
Author(s):  
Marianne Wollf Lundholt ◽  
Ole Have Jørgensen ◽  
Bodil Stilling Blichfeldt
Keyword(s):  
Secondary Data ◽  
Political Support ◽  
The Political ◽  
City Branding ◽  
Structured Interviews ◽  
Content Type ◽  
City Brand ◽  
Counter Narratives ◽  
The City ◽  
Competition For Resources

Purpose This study aims to contribute to an increased understanding of intra-organizational city brand resistance by identifying and discussing different types of counter-narratives emerging from the political and administrative arenas. Design/methodology/approach The empirical material consists of secondary data as well as six in-depth semi-structured interviews with Danish mayors and city managers in three different municipalities in Denmark. Findings Intra-organizational counter-narratives differ from inter-organizational counter-narratives but resemble a number of issues known from extra-organizational resistance. Still, significant differences are found within the political arena: lack of ownership, competition for resources and political conflicts. Lack of ownership, internal competition for resources and distrust of motives play an important role within the administrative arena. Mayors are aware of the needs for continued political support for branding projects but projects are nonetheless realized despite resistance if there is a political majority for it. Research limitations/implications This study points to the implications of city brand resistance and counter-narratives emerging from the “inside” of the political and administrative arenas in the city, here defined as “intra-organizational counter-narratives”. Practical implications It is suggested that politicians and municipality staff should be systematically addressed as individual and unique audiences and considered as important as citizens in the brand process. Originality/value So far little attention has been paid to internal stakeholders within the municipal organization and their impact on the city branding process approached from a narrative perspective.

Urban icons and city branding development

2016 ◽  
Vol 9 (3) ◽  
pp. 255-268 ◽  
Author(s):  
Fernando Rey Castillo-Villar
Keyword(s):  
Local Context ◽  
City Branding ◽  
Local Identity ◽  
Visual Aids ◽  
Content Type ◽  
City Brand ◽  
Local Residents ◽  
Positive Experiences ◽  
The City ◽  
Depth Interviews

Purpose The purpose of this paper is to understand how future urban icons can effectively contribute to the development of an authentic city brand linked to local identity. Urban icons have been one of the main tools of city branding to promote a unique and distinctive image of the city. However, the rising of the globalization reflects a series of strong dilemmas regarding the contemporary urban icons because these have been reproduced in a standardized way around the world without any connection to the local context. Design/methodology/approach This exploratory study consisted of 30 in-depth interviews with visual aids of urban icons conducted with local residents of the city of Monterrey, Mexico. Findings The results demonstrate that the acceptance of a contemporary urban icon by local residents depends on their relationship with the most representative aspects of the local identity and their ability to generate positive experiences. The outcomes of the research suggest that future urban icons should favor the local identity and the free coexistence between local residents over the attractive visual design and the private space. Originality/value The article discusses the dynamics between urban icons and the city brand from a new theoretical approach supported by empirical evidence. The novelty of this approach consists of the vision of the urban icon as an element capable of linking the city brand with the values and ideals of local residents.

scholarly journals Analysis on the Building of Chengdu’s City Brand as “Three Cities and Three Capitals” – Taking Jiezi Ancient Town as an Example

2021 ◽  
Vol 4 (4) ◽  
pp. 235-237
Author(s):  
Jianwei Guo
Keyword(s):  
Cultural Resources ◽  
City Brand ◽  
Brand Building ◽  
Brand Construction ◽  
The City

“Three Cities and Three Capitals” is a city brand that Chengdu has been vigorously building. Based on the analysis of the brand construction background, the brand building of Jiezi Ancient Town, and the problems existing in the current brand building of Jiezi Ancient Town, this paper puts forward suggestions, including reconstruction of cultural resources, building an industrial framework, and giving full play to the role of market entities, so as to provide guidance for the cultivation of the brand characteristics in the ancient town and better shape the city brand of “Three Cities and Three Capitals” in Chengdu.

City Branding and the Role of the City Websites in Building City Brands

2013 ◽  
pp. 122-142
Author(s):  
Erkan Özdemir
Keyword(s):  
Content Analysis ◽  
Private Sector ◽  
Online Environment ◽  
City Branding ◽  
City Brand ◽  
Globalized World ◽  
The City

In today’s globalized world, the competition experienced intensively in many fields is being experienced amongst cities as well. Competition is taking place not only in the traditional environment, but in the online environment as well. In order to differentiate their cities from the rest and build an image and identity for themselves in this atmosphere of intensive competition, city administrators are taking advantage of the branding techniques used by private sector companies. At this point, the city websites have a key role for building and communicating the city brand. The aim of this chapter is to evaluate the role of the city websites in building city brands and promoting their brands. In order to fulfill the aim, the city branding, related concepts, and the role of the city websites in building city brands are introduced in the background section. Then, randomly selected city websites from the City Brands Index are evaluated using content analysis, and the results of this analysis are presented and discussed respectively.

Sustainable city storytelling: cultural heritage as a resource for a greener and fairer urban development

2020 ◽  
Vol 10 (4) ◽  
pp. 399-412
Author(s):  
Luis D. Rivero Moreno
Keyword(s):  
Cultural Heritage ◽  
Urban Development ◽  
Case Studies ◽  
City Branding ◽  
Sustainable City ◽  
Content Type ◽  
The Past ◽  
The Future ◽  
The City

PurposeIn the past years, the importance of the cultural economy has led urbanism to a new perspective. Simultaneously, the main international institutions have pointed out the need to shift the urban economy into a sustainable one, green and energy efficient. The confluence of both flows explains why the imaginaries of the urban future are related to the concept of creative cities. Hence, the new economic engine of the cities should be founded on art, creativity and culture, all of them understood as clean energies. This study aims to show the crucial role of cultural heritage as a propeller of a new kind of urban development, more flexible and democratic, based on the construction of the city as a communicational, collective and open effort. Therefore, the city is conceived as a cultural heritage platform where tangible and intangible, social and creative interactions happen. Within this context, urban narratives appear as a dynamic material drawn on the possibilities offered by the heritage received from the past as a resource to be used for re-thinking and re-shaping the future.Design/methodology/approachThe approach of this paper is based on a profound analysis of historical cities, mainly in the European context, supported by the work carried out within the H2020 ROCK project. The cities within the project are: Athens, Bologna, Cluj-Napoca, Eindhoven, Lisbon, Liverpool, Lyon, Torino, Skopje and Vilnius. A wide variety of case studies coming mainly from these cities have been considered to understand better the theoretical point of view on the role of heritage, urban development and city branding. The information about cultural heritage projects used as case studies has been collected and selected coming from the direct work made on the field and the communication open with institutions and cultural stakeholders in every city. Even more, parallel seminars on cultural heritage and city branding organized within the project have allowed the authors to gather very valuable, updated and fresh information on these issues in every particular case.FindingsThe study proves that cultural heritage has been traditionally underrated as a mechanism for developing the future of the city and its communicative strategy. Cultural heritage appears as a practical tool for constructing more cohesive urban communities based on the use of public space and shared memories as storytelling platforms. The capacity of resiliency and sustainability revealed by cultural heritage through the time is, as well, a clear reference to construct a potential sustainable city, socially, culturally and environmentally.Social implicationsCultural heritage projects are shown as a perfect way to build stronger communities. Through the engagement and participation of citizens, urban storytelling reinforces a more open, real and sustainable city able to face the challenges of contemporary life (gentrification, pollution, mobility, etc.). Like that, heritage appears as a feasible tool for including citizens coming from all ages and backgrounds in the construction of a collective narrative of the city, based on the past and looking at the foreseen.Originality/valueThis study tries to relate fields that traditionally have remained not well connected: urban development, city branding and cultural heritage. The study demonstrates that cultural heritage is crucial as an urban narrative tool and consequently, as a planning/branding mechanism. Moreover, cultural institutions and cultural projects are very relevant platforms for social interaction, inviting citizens to have a more active role in the construction of the city as a collective communicational effort based on a network of social and cultural relations. Storytelling turns up as a new key element for communicating the city from grassroots, in a sustainable, democratic and inclusive manner, far away from the traditional top-down official perspective. Crowdsourcing methods are very powerful for establishing a shared and cohesive city brand, now rooted in its cultural and social foundations and not the marketing campaign clichés. Finally, storytelling emerges as a creative resource that enhances the social, cultural and economic layout of the city, forcing urbanists to include a greener, fairer and more democratic perspective in the future of cities.

scholarly journals The role of uniqueness in destination branding: the case of historical Portsmouth harbor

2015 ◽  
Vol 10 (2) ◽  
pp. 198-213 ◽  
Author(s):  
Alexandros Apostolakis ◽  
Shabbar Jaffry ◽  
Faye Sizeland ◽  
Adam Cox
Keyword(s):  
Competitive Advantage ◽  
Design Methodology ◽  
Regional Level ◽  
Destination Branding ◽  
Policy Makers ◽  
Content Type ◽  
City Brand ◽  
High Profile ◽  
Local Resources

Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand. Design/methodology/approach – The objective of the paper is to examine the role of unique local resources and attractions as a source of competitive advantage through destination branding. Findings – The main findings of the paper indicate that policy makers and destination managers should more proactively utilize the unique elements of the Historic Portsmouth Harbor “brand,” as opposed to the commonplace “waterfront city” brand. This could be achieved by staging events of international significance or through a bid for gaining world heritage status. In addition to that, the paper argues that in order for this branding initiative to have a higher impact, a prominent high profile individual should be appointed. This individual could act as a leader or “brand ambassador” in order to attract stakeholder interest and participation. Originality/value – The paper could be of value to destination managers and marketing organizations in a local, sub-regional and regional level.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

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