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How Can Cultural Strategies And Place Attachment Shape City Branding?

Author

Listed:
  • Elena-Lavinia (PĂTRAȘCU) CIUCULESCU

    (Transilvania University of Brasov, Interdisciplinary Doctoral School)

  • Florin-Alexandru LUCA

    (Technical University ”Gheorghe Asachi” Iasi)

Abstract

In the context of globalisation, which forces cities to compete against each other in a race for attractiveness, having a powerful brand image can help attract and retain proffesionals and visitors alike. This article is a literature review that aims to highlight the particularities of building a city brand through cultural strategies. Whether authorities focus on a local personality, flagship buildings, large recurring events, cultural neighborhoods or an art theme in order to build a brand image, culture is seen as a succesful tecnhique for ensuring the distinctivenes of cities. The article also focuses on place attachment, which is the positive, emotional bond that people develop with certain cities. Cultural events (such as art festivals) have a mediating role in place attachment and city brand equity, and can increase the level of loyalty for a place.

Suggested Citation

  • Elena-Lavinia (PĂTRAȘCU) CIUCULESCU & Florin-Alexandru LUCA, 2022. "How Can Cultural Strategies And Place Attachment Shape City Branding?," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 37-44, July.
    • Handle: RePEc:cmj:journl:y:2022:i:1:p:37-44
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    References listed on IDEAS

    as
    1. Juan Carlos Belloso, 2011. "The City Branding of Barcelona: A Success Story," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 118-123, Palgrave Macmillan.
    2. Hyemi Um & Jingwen Dong & Myeonggil Choi & Jaeyeob Jeong, 2021. "The Effect of Cultural City on Regional Activation through the Consumer Reactions of Urban Service," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    3. Gert-Jan Hospers, 2011. "City Branding and the Tourist Gaze," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 27-35, Palgrave Macmillan.
    4. Walter Santagata, 2010. "The Culture Factory," Springer Books, Springer, number 978-3-642-13358-9, April.
    5. Santagata Walter & Bertacchini Enrico, 2011. "Creative Atmosphere: Cultural Industries and Local Development," EBLA Working Papers 201104, University of Turin.
    6. Renaud Vuignier, 2016. "Place marketing and place branding: A systematic (and tentatively exhaustive) literature review," Working Papers hal-01340352, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    City branding; Cultural strategies;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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