Your City, My City, Their City, Our City

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Your City, My City, Their City, Our City

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dc.contributor.author Zenker, Sebastian
dc.contributor.author Knubben, Evelyn
dc.contributor.author Bechmann, Suzanne C.
dc.date.accessioned 2010-11-18
dc.date.accessioned 2011-02-18T09:25:19Z
dc.date.available 2011-02-18T09:25:19Z
dc.date.issued 2011-02-18
dc.identifier.uri http://hdl.handle.net/10398/8266
dc.description.abstract compete strongly with each other for attracting tourists, investors, companies, or talents. Place marketers therefore focus more and more on establishing the city as a brand and to promote their city to its different target groups. But the perception of a city (brand) can differ dramatically between those groups. Thus, place branding research should emphasize much more the city brand perceptions of the different target groups and develop strategies for cities on how to build an advantageous place brand architecture vis-à-vis its stakeholders. In this regards, we show in two empirical studies – 40 qualitative in-depth-interviews (Study 1) and an online qualitative open-ended-question survey with 334 participants (Study 2) – using network analysis the important discrepancies between the city brand perceptions in the mental representation of different target groups for the example of the city of Hamburg. Furthermore, practical implications for place marketers are discussed. en_US
dc.format.extent 13 en_US
dc.language eng en_US
dc.subject.other Place Branding en_US
dc.subject.other City Brands en_US
dc.subject.other Brand Perception en_US
dc.subject.other Network Analysis en_US
dc.subject.other Target Groups en_US
dc.subject.other Place Brand Management en_US
dc.title Your City, My City, Their City, Our City en_US
dc.type cp en_US
dc.accessionstatus modt11feb17 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Afsætningsøkonomi en_US
dc.contributor.departmentshort AØ; en_US
dc.contributor.departmentuk Department of Marketing en_US
dc.contributor.departmentukshort AØ; en_US
dc.description.notes Fremlagt på The 6th International Conference Trought Leaders in Brand Management. Lugano, Switzerland, April 18-20, 2010.
dc.idnumber x656703538 en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2010 en_US
dc.title.subtitle Different Perceptions of a Place Brand by Diverse Target Groups en_US


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