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The Adoption of Residents of The City Brand: A Case Study of Casablanca City

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  • Ezzohra BELKADI

    (Hassan II University, Morocco)

Abstract

Like private organizations, territories have become concerned about their image and their competitiveness. Thus, to improve their attractiveness, cities have invested to enhance their image and create brands to differentiate them from other cities. A territory cannot have a good image if the residents are not satisfied. They constitute the first target to be satisfied and integrated into the development project of the territory. The purpose of this research is to study the determinants of the residents' adoption of the city branding. What will make residents adopt or not the brand of their city? This research will be carried out as part of a study on the case of Casablanca, which has had a city branding since September 2016 to promote the city.

Suggested Citation

  • Ezzohra BELKADI, 2019. "The Adoption of Residents of The City Brand: A Case Study of Casablanca City," Expert Journal of Marketing, Sprint Investify, vol. 7(2), pages 112-119.
    • Handle: RePEc:exp:mkting:v:7:y:2019:i:2:p:112-119
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    References listed on IDEAS

    as
    1. Ivan Turok, 2009. "The Distinctive City: Pitfalls in the Pursuit of Differential Advantage," Environment and Planning A, , vol. 41(1), pages 13-30, January.
    2. Konecnik Ruzzier, Maja & de Chernatony, Leslie, 2013. "Developing and applying a place brand identity model: The case of Slovenia," Journal of Business Research, Elsevier, vol. 66(1), pages 45-52.
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    JEL classification:

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

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