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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/128844
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- Title
- Antecedents of residents' city brand attitudes
- Related
- Journal of business research, Vol. 62, No. 3, (2009), p.362-367
- DOI
- 10.1016/j.jbusres.2008.05.011
- Publisher
- Elsevier
- Date
- 2009
- Author/Creator
- Merrilees, Bill
- Author/Creator
- Miller, Dale
- Author/Creator
- Herington, Carmel
- Description
- City branding is a relatively new area of academic research in marketing. Earlier research focuses on city brand images and particularly the contrast in brand image between cities. Essentially that attention reflects the interest of policy makers in developing sound competitive brand positions, with the aim of achieving a competitive advantage. The current paper shifts the focus to explaining the brand attitudes that residents have of a particular city. What are the key antecedents (city attributes) influencing city brand attitudes? The paper reports on a quantitative survey of a sample of 878 residents of the Gold Coast City. The findings show that the major antecedents are social bonds, a sun and surf brand personality, and creative business. Safety, nature and cultural activities are also influential attributes. Apart from insight into how city brand attitudes are shaped, the paper provides a framework for public policy intervention to improve the urban environment.
- Description
- 6 page(s)
- Subject Keyword
- 150300 Business and Management
- Subject Keyword
- 150600 Tourism
- Subject Keyword
- 150500 Marketing
- Subject Keyword
- city branding
- Subject Keyword
- brand attitudes
- Subject Keyword
- city attributes
- Subject Keyword
- residents
- Resource Type
- journal article
- Organisation
- Macquarie University. Macquarie Graduate School of Management
- Identifier
- http://hdl.handle.net/1959.14/128844
- Identifier
- ISSN:0148-2963
- Identifier
- mq-rm-2010005765
- Language
- eng
- Reviewed
Macquarie University ResearchOnline
