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An international examination of private sector perspectives on city brand architectures

Author

Listed:
  • Chad Milewicz

    (University of Southern Indiana)

  • Kai-Michael Griese

    (University of Applied Science)

  • Aliosha Alexandrov

    (University of Wisconsin Oshkosh)

Abstract

This research examines private sector stakeholders’ views on city brand architectures and overall strategic city brand management. It is carried out with survey research in two cities, one in the United States and one in Germany. The research tests two hypotheses and empirically examines four exploratory research questions. The results reveal that private sector leaders in both countries perceive a city to have a house of brands architecture if a different architecture is not intentionally managed. It additionally finds that private stakeholders perceive a branded house architecture as the city brand architecture with the greatest social and economic benefits. The exploratory analysis examines private stakeholders’ intentions to financially support a single brand identify for a branded house architecture and the factors influencing these intentions. It also examines private stakeholders’ views on factors influencing the success of a single brand identity for a city and views on the specific potential outcomes of overall strategic city brand management.

Suggested Citation

  • Chad Milewicz & Kai-Michael Griese & Aliosha Alexandrov, 2017. "An international examination of private sector perspectives on city brand architectures," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 205-222, August.
    • Handle: RePEc:pal:pbapdi:v:13:y:2017:i:3:d:10.1057_s41254-016-0032-8
    DOI: 10.1057/s41254-016-0032-8
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    References listed on IDEAS

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    5. Keith Dinnie, 2011. "Introduction to the Theory of City Branding," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 3-7, Palgrave Macmillan.
    6. Konecnik Ruzzier, Maja & de Chernatony, Leslie, 2013. "Developing and applying a place brand identity model: The case of Slovenia," Journal of Business Research, Elsevier, vol. 66(1), pages 45-52.
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