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"Ich bin ein Berliner": A consumer-based place brand equity from a social identity approach

"Ich bin ein Berliner": capital-marque d'une ville selon la théorie de l'identité sociale

Abstract

Quantitative studies 1 (N=134) and 2 (N=129) develop a measurement scale for CBPBE from the residential attractiveness perspective. A new CBPBE 15-item scale with 5 dimensions is proposed: brand awareness, brand uniqueness, social identity, brand loyalty and perceived value. Quantitative study 3 (N=240) empirically tests a conceptual model of antecedents and consequences of CBPBE. Results show that place memory, emotions associated to place experience and place brand actions influence CBPBE which strongly predicts place attachment and place satisfaction. Word of mouth is positively influenced by both place attachment and place satisfaction, whereas ambassador behaviors are affected by place attachment only. Leaving intention is negatively impacted by place attachment and place satisfaction. This research makes both theoretical and managerial contributions by offering a CBPBE scale, by clarifying its drivers and consequences, and by confirming the relevance of the social identity theory for place brand equity.
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Dates and versions

hal-03986127 , version 1 (13-02-2023)

Identifiers

  • HAL Id : hal-03986127 , version 1

Cite

Virginie de Barnier, Fanny Magnoni, Pierre Valette-Florence. "Ich bin ein Berliner": A consumer-based place brand equity from a social identity approach. The 2019 La Londe Conference in Marketing, IAE Aix-Marseille Graduated School of Management, CERGAM, 2019, La londe les Maures, France. ⟨hal-03986127⟩
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