A tale of a musical city: Fostering self-brand connection among residents of Austin, Texas

Autor: Carla Childers, Elyria Kemp, Kim H. Williams
Rok vydání: 2012
Předmět:
Zdroj: Place Branding and Public Diplomacy. 8:147-157
ISSN: 1751-8059
1751-8040
DOI: 10.1057/pb.2012.9
Popis: This research applies branding theories to place and city branding and proposes that internal stakeholders, specifically a city's residents, are relevant and crucial to the brand-building process. Findings indicate that brand attitude, trust, commitment and uniqueness are crucial in the branding and positioning efforts of a city to its residents. When a city's residents trust and are committed to a unique brand, they may form such strong connections with the brand that it becomes reflective of their self-concept. A conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents of self-brand connection in the context of city branding. The model is then tested on a sample of residents from an American city that has taken a cultural/entertainment approach to its branding efforts, Austin, Texas. Implications of findings for developing effective brand management systems that appeal to local residents are discussed.
Databáze: OpenAIRE
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