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La marque ville comme déterminant de l’attractivité des territoires au Maroc : Proposition d’un modèle conceptuel
[The city brand as a determinant of the attractiveness of territories in Morocco: Proposal for a conceptual model]

Author

Listed:
  • Ahsina, Khalifa
  • Ettahir, Noura

Abstract

Le citybranding est récent au Maroc, en effet, c’est en 2016 que la ville de Casablanca crée la première marque-ville : « We Casablanca ». Mais, de plus en plus de villes tel que : Agadir, Fès, Marrakech, Rabat, Tanger, etc., se sont engagé dans des stratégies de marque afin de bâtir une image forte et de se distinguer. Pour C. Chamard (2004), nombreuses sont les villes qui sont à la recherche d’outils de mesure permettant de décrire et d’analyser la perception des différents publics (usagers, entreprises, touristes…) envers la marque ville. Au Maroc, aucun travail de recherche sur la mesure de ce concept n’a été réalisée, d’où l’intérêt de cette communication. Ainsi, dans ce papier, nous présenterons dans un premier point le concept de la Marque ville, ainsi qu’une revue de littérature sur les instruments de mesures relatifs à ce concept. La méthodologie choisie sera abordée par la suite, et enfin, un modèle conceptuel sera proposé.

Suggested Citation

  • Ahsina, Khalifa & Ettahir, Noura, 2019. "La marque ville comme déterminant de l’attractivité des territoires au Maroc : Proposition d’un modèle conceptuel
    [The city brand as a determinant of the attractiveness of territories in Morocco: P
    ," MPRA Paper 98220, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:98220
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    File URL: https://mpra.ub.uni-muenchen.de/98220/1/MPRA_paper_98220.pdf
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    More about this item

    Keywords

    Stratégies de marque; marque-ville; Maroc;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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