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Culture-led City Brands as Economic Engines: Theory and Empirics

  • Beatriz Plaza

    ()

    (University of the Basque Country UPV/EHU, Spain)

  • Pilar Gonzalez-Casimiro

    ()

    (University of the Basque Country UPV/EHU, Spain)

  • Paz Moral-Zuazo

    ()

    (University of the Basque Country UPV/EHU, Spain)

  • Courtney Waldron

Cultural re-imaging through iconic art museums aims to create symbolic capital for a place in the form of creative images, reputation, and associations with innovation. While literature has long identified architectural uniqueness as a potential driver of brand competitiveness, we argue diffusion of that image is equally important. This work draws upon economic concepts from other cultural industries (such as film, music, and art) to develop a framework for understanding how cultural brands are built: how reproducible images of singular architecture accumulate in the media to strengthen a brand. We then test an art brand´s impact on visitors. This work aims to offer evidence that the Guggenheim Museum Bilbao brand generates tourism to the city of Bilbao. By understanding how iconic cultural structures create symbolic capital, policy makers may better tailor similar culture-led branding strategies to other places.

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File URL: http://www.culturaleconomics.org/awp/AWP-05-2013.pdf
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Paper provided by Association for Cultural Economics International in its series ACEI Working Paper Series with number AWP-05-2013.

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Length: 18 pages
Date of creation: Oct 2013
Date of revision: Oct 2013
Handle: RePEc:cue:wpaper:awp-05-2013
Contact details of provider: Web page: http://www.culturaleconomics.org/
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  1. Beatriz Plaza, 2008. "On Some Challenges and Conditions for the Guggenheim Museum Bilbao to be an Effective Economic Re-activator," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 32(2), pages 506-517, 06.
  2. María V. Gómez, 1998. "Reflective images: the case of urban regeneration in Glasgow and Bilbao," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 22(1), pages 106-121, 03.
  3. Allen J. Scott, 1997. "The Cultural Economy of Cities," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 21(2), pages 323-339, 06.
  4. Miguel Kanai & Iliana Ortega-Alcázar, 2009. "The Prospects for Progressive Culture-Led Urban Regeneration in Latin America: Cases from Mexico City and Buenos Aires," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 33(2), pages 483-501, 06.
  5. Stigler, George J & Becker, Gary S, 1977. "De Gustibus Non Est Disputandum," American Economic Review, American Economic Association, vol. 67(2), pages 76-90, March.
  6. Rosen, Sherwin, 1981. "The Economics of Superstars," American Economic Review, American Economic Association, vol. 71(5), pages 845-58, December.
  7. Bruno Frey, 1998. "Superstar Museums: An Economic Analysis," Journal of Cultural Economics, Springer, vol. 22(2), pages 113-125, June.
  8. Gonzalez, Pilar & Moral, Paz, 1995. "An analysis of the international tourism demand in Spain," International Journal of Forecasting, Elsevier, vol. 11(2), pages 233-251, June.
  9. Aksoy, Asu & Robins, Kevin, 1992. "Hollywood for the 21st Century: Global Competition for Critical Mass in Image Markets," Cambridge Journal of Economics, Oxford University Press, vol. 16(1), pages 1-22, March.
  10. Beatriz Plaza, 2006. "The Return on Investment of the Guggenheim Museum Bilbao," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 30(2), pages 452-467, 06.
  11. Jan Vang, 2008. "Editorial: Geography and the Cultural Economy," Journal of Economic Geography, Oxford University Press, vol. 8(5), pages 589-592, September.
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