Antecedents of residents' city brand attitudes

Bill Merrilees*, Dale Miller, Carmel Herington

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

155 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)362-367
Number of pages6
JournalJournal of Business Research
Volume62
Issue number3
DOIs
Publication statusPublished - Mar 2009
Externally publishedYes

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