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  • Asian city brand meaning: a Hong Kong perspective

    Author(s)
    Merrilees, Bill
    Miller, Dale
    Ge, Gloria L
    Tam, Charles Chin Chiu
    Griffith University Author(s)
    Miller, Dale
    Merrilees, Bill J.
    Ge, Gloria
    Year published
    2018
    Metadata
    Show full item record
    Abstract
    The idea of “brands doing good” is potentially intrinsic in all aspects of strategic and ethical branding. This study argues that city branding can be a site for “brands doing good”. City branding is consolidating its position in the branding literature. Two areas remain underdeveloped: the role of culture and a comprehensive answer to the question of what does a place mean to its residents? This quantitative study addresses these two gaps in the literature. Hong Kong is selected as a thought-provoking context to investigate the research issues and enables more attention to Asian city brands. The results indicate that social ...
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    The idea of “brands doing good” is potentially intrinsic in all aspects of strategic and ethical branding. This study argues that city branding can be a site for “brands doing good”. City branding is consolidating its position in the branding literature. Two areas remain underdeveloped: the role of culture and a comprehensive answer to the question of what does a place mean to its residents? This quantitative study addresses these two gaps in the literature. Hong Kong is selected as a thought-provoking context to investigate the research issues and enables more attention to Asian city brands. The results indicate that social bonding through friends and relatives is the dominant brand association shaping city brand meaning. Additionally, a three-pronged approach to culture elevates culture to an important role in understanding the residents’ city brand meaning. The three prongs are: (1) inclusion of Confucius values as a brand association; (2) using intangible cultural heritage as a moderator in the model explaining city brand attitudes and (3) interpreting material lifestyle activities like eateries as an integral part of the city culture. The results suggest that the Hong Kong city brand does much good especially through strong social, cultural and community core brand values.
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    Journal Title
    Journal of Brand Management
    DOI
    https://doi.org/10.1057/s41262-017-0073-1
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/354138
    Collection
    • Journal articles

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