Green city branding: perceptions of multiple stakeholders

DOIhttps://doi.org/10.1108/JPBM-07-2018-1933
Pages376-390
Published date13 May 2019
Date13 May 2019
AuthorHui-Ju Wang
Subject MatterMarketing
Green city branding: perceptions
of multiple stakeholders
Hui-Ju Wang
Fo Guang University, Jiaosi, Taiwan
Abstract
Purpose With societys growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their
competitiveness. Nevertheless, few studies have explored green city branding and specically considered the diverse perceptions of multiple
stakeholders. Accordingly, this study aims to explore green city branding from the perceptions of multiple stakeholders.
Design/methodology/approach Based on associative network theory, the study uses brand concept maps and network analysis approaches to
construct and analyze the content and structure of mental models among local residents and foreign tourists for a green city brand. This study
further seeks empirical support for the ndings via a survey, using the sample case of Yilan County in Taiwan.
Findings The results of this study reveal that foreign tourists possess a more diverse and heterogeneous brand perception than local residents.
Additionally, the study uncovers signicant green city brand associations regarding their inuences on the behavioral decisions of local residents
and foreign tourists.
Originality/value This research is the rst attempt to advance the knowledge of green city branding by empirically exploring the green city brand
perceptions of multiple stakeholders based on associative network theory. The results provide brand researchers with different analytical
perspectives on the existing knowledge about city brand perceptions and offer strategic information for city managers.
Keywords Multiple stakeholders, Brand perceptions, An associative network, Green city branding
Paper type Research paper
1. Introduction
In recent years, the branding of cities has become a worldwide
trend. Considerablecity branding indices and rankings, such as
the Sustainable Cities Index (Arcadis, 2016), the Anholt-GMI
City Brands Index (Anholt, 2006), the Economist Intelligence
Units Best Cities Rankingand Report (Economist Intelligence
Unit, 2012), and the Saffron European City Brand Barometer
(Hildreth, 2011), have been developed. In compliance with
global competition for tourists, investors and residents, an
increasing number of citiesare investing in branding campaigns
to attract these people and to establish a reputable position as
attractive places for tourism, business and living. Not only city
ofcials but also academic researchers have recently paid
special attention to city branding (Merrilees et al., 2018;Chan
and Marafa, 2017).
Creating a citys identity and core values has been a crucial
strategy for successfully brandingcities (Merrilees et al.,2013).
As societal concerns regardingthe environment have increased,
eco-advantage awareness has providednot only enterprises but
also cities with opportunities to develop branding values
(reducing market communication costs, cultivating consumer
loyalty, etc.) via green branding.Previous studies of green
branding have focused on several issues, such as green brand
equity (Chen, 2010), green brand associationsand perceptions
(Parker et al., 2010;Montoro-Rios et al.,2008;Wang and
Horng, 2016), green brand competitiveness (Darnall, 2008)
and green brand positioning (Hartmann et al.,2005;Wang,
2017;Wang, 2016). Nevertheless, few of these studies have
explored green city branding (Chan and Marafa, 2017)and,
specically, what people perceiveabout a green city brand and
how they evaluateit.
Perception-based knowledge has also been a signicant
theme in studies related to city branding, such as city brand
perceptions (Anholt,2007;Merrilees et al.,2013;Shafranskaya
and Potapov, 2014;Truemanet al., 2007), city image (Jansson,
2003;Laaksonen et al., 2006;Tilson and Stacks, 1997),
destination image (Echtner and Ritchie, 1991;Gallarza et al.,
2002;Hankinson, 2004;Leisen, 2001;Walmsley and Jenkins,
1993) and place brand images (Papadopoulos and Heslop,
2002;Warnaby and Davies, 1997). In the contextof corporate
branding, perception-based consumer knowledge has been
seen as a critical form of consumer-based brand equity (e.g.
brand awareness and brand associations), as it can create
signicant value for a brand by facilitating processes and
retrieving information, providing a basis for brand
differentiation and creating positive attitudes and feelings.
Accordingly, this study argues that raising perception-based
brand equity is a critical issue for branding green cities,
specicallymultiple stakeholdersperceptions.
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
28/3 (2019) 376390
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-07-2018-1933]
The study was supported by a grant from the Ministry of Science and
Technology (MOST 105-2410-H-431 -001 -MY2), Taiwan.
Received 8 July 2018
Revised 13 August 2018
18 November 2018
Accepted 21 November 2018
376

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