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Challenging assumptions about residents’ engagement with place branding

Author

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  • Andrea Insch

    (University of Otago)

  • Trudie Walters

    (University of Otago)

Abstract

The objective of this paper is to challenge three implicit assumptions about residents’ engagement with city branding: first, that disengaged residents may not be attached to their place; second, that residents’ desire engagement with official place branding; and third, that residents perceive place branding is appropriate for their city. In-depth semi-structured interviews were held with 22 residents of Dunedin, New Zealand, to examine their place attachment, place identity, understanding of city branding and attitudes toward their city’s brand. To assist residents to articulate their feelings about Dunedin, a visual elicitation method was used to assist them to articulate their place identity and place attachment. The findings identify tensions between residents’ place identity, their understanding of city branding and attitudes toward their city’s brand, underpinned by their attachment to the city. Many residents expressed place-protective attitudes towards anticipated changes to the social fabric of their community, which they perceive to be consequences of this urban governance strategy. Local authorities may need to re-think their adoption of place branding as a ‘one-size fits all’ solution to place management and find alternatives which promote the perceived uniqueness of the city while reinforcing residents’ multiple and complex place identities.

Suggested Citation

  • Andrea Insch & Trudie Walters, 2018. "Challenging assumptions about residents’ engagement with place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(3), pages 152-162, August.
    • Handle: RePEc:pal:pbapdi:v:14:y:2018:i:3:d:10.1057_s41254-017-0067-5
    DOI: 10.1057/s41254-017-0067-5
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    References listed on IDEAS

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    1. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2009. "Antecedents of residents' city brand attitudes," Journal of Business Research, Elsevier, vol. 62(3), pages 362-367, March.
    2. Mihalis Kavaratzis & Ares Kalandides, 2015. "Rethinking the place brand: the interactive formation of place brands and the role of participatory place branding," Environment and Planning A, , vol. 47(6), pages 1368-1382, June.
    3. Sebastian Zenker & Sibylle Petersen, 2014. "An Integrative Theoretical Model for Improving Resident-City Identification," Environment and Planning A, , vol. 46(3), pages 715-729, March.
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    Cited by:

    1. Kasey Clawson Hudak, 2019. "Resident stories and digital storytelling for participatory place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(2), pages 97-108, June.
    2. Ioana S. Stoica & Mihalis Kavaratzis & Christina Schwabenland & Markus Haag, 2021. "Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, December.
    3. Beatriz Casais & Patrícia Monteiro, 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 229-237, December.
    4. S. Koumara-Tsitsou & N. Karachalis, 2021. "Traditional products and crafts as main elements in the effort to establish a city brand linked to sustainable tourism: promoting silversmithing in Ioannina and silk production in Soufli, Greece," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 257-267, September.
    5. Ulla Hakala & Arja Lemmetyinen & Lenita Nieminen, 2020. "Rebranding a “rather strange, definitely unique” city via co-creation with its residents," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 316-325, December.
    6. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.
    7. Elena Cruz Ruiz & Elena Ruiz Romero De la Cruz & Francisco J. Calderón Vázquez, 2019. "Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)," Sustainability, MDPI, vol. 11(1), pages 1-16, January.

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