Resident-City Identification: Translating the Customer Relationship Management Approach into Place Marketing Theory
The aim of this paper is to determine why and under which condition residents enter into a strong and committed relationship with their place of living. We will present a model which outlines how cities could strengthen the resident-city identification by increasing the perceived place complexity. The model translates the Customer Relationship Management (CRM) approach of the general field of marketing (Customer-Company Identification) to the field of place marketing and combines it with theory development in Social Identity Theory and Theory of Organizational Identification. We hypothesize that a strong residents-city identification results from identity fit between the city prototype and the self-concept of the resident. The proposed model outlines the important role of the perceived place complexity as moderating variable. We propose that higher perceived complexity of a city allows for higher perceived fit between the self and the city, higher optimal distinctiveness, and higher perceived attractiveness of identification with the city. The question of how to increase identification with a place is crucial for place marketing and urban governance. Based on a review of existing research in social science we will outline the positive effects of identification on commitment, resilience towards negative information, selective information seeking and satisfaction. Practical implications for place marketers and potential for future empirical research are discussed.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
When requesting a correction, please mention this item's handle: RePEc:wiw:wiwrsa:ersa10p99. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gunther Maier)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.