The Drivers of the City Brand Equity Comparing Citizens’ and Tourists’ Perceptions and Its Influence on the City Attractiveness: The Case of the City of Coimbra

ABSTRACT

Based on the perceptions of the citizens and tourists of the city of Coimbra, the main objective of this study is to analyze some drivers and consequences of the City Brand Equity (BE). This investigation is based on data collected from 202 citizens and 200 tourists. Results show that image, identity, attachment and satisfaction are the BE main drivers, and optimal distinctiveness showed its influence only for tourists. BE seems to impact WOM, commitment (citizens) and intention to return (tourists). This investigation innovates comparing these two samples of stakeholders and testing an adapted measure of BE, considering its effect in transferring the results from the marketing strategy to the desired outcomes that contribute to the city attractiveness.

KEYWORDS:

• City Brand Equity
• antecedents
• outcomes
• citizens
• tourists

Additional information

Funding

This work has been funded by national funds through FCT – Fundação para a Ciência e a Tecnologia, I.P., Project UIDB/05037/2020.