Abstract
The aim of this study is to analyze factors determining city brand equity (CBE) on the bases of a systematic literature review (SLR) according to a procedure developed by Tranfield. Five databases were searched (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘city brand equity’. In addition, databases were searched for ‘destination brand equity’ and ‘place brand equity’ statements focusing on city brands. This SLR contains 36 empirical studies and does not include conference materials, and books. The analysis was based on three issues: general information (author/authors, year of publication, research tools, sample size, city and country as well as sample population), research specification (variables, hypotheses or research questions, statistical methods and research tools), and findings related to CBE and practical implications for destination marketing organizations, and destination or city managers. In summary, there are many factors determining CBE, including brand image, brand quality and brand awareness. These factors are related to cultural, environmental and ecological elements, as well as infrastructure and services offered to tourists. Brand assets related to the perception of the city brands in various aspects also proved to be important.
Highlights
City brand equity (CBE) (CBE—city brand equity, BE—brand equity, consumed-based brand equity (CBBE)—consumer-based brand equity, SLR—systematic literature review) is a new concept resulting from brand equity [1,2,3,4,5] and city branding [6,7,8,9,10,11,12,13,14,15]
Based on the above arguments, the aim of this study is to analyze the CBE based on a systematic literature review (SLR) according to a three-stage process developed by Tranfield et al.: planning, execution and reporting, and dissemination [60]
The main factors include brand image, brand quality, and brand awareness. Each of these factors refers to a number of elements influencing the perception of the city’s brand
Summary
City brand equity (CBE) (CBE—city brand equity, BE—brand equity, CBBE—consumer-based brand equity, SLR—systematic literature review) is a new concept resulting from brand equity [1,2,3,4,5] and city branding [6,7,8,9,10,11,12,13,14,15]. BE is analyzed from the perspective of the consumer as consumed-based brand equity (CBBE) and defined by Keller [26] in the context of a differential effect that brand knowledge has on consumer response to the marketing of that brand In this regard, BE means value for customers considered in terms of satisfaction, and trust, as well as value for the company considered in terms of marketing programs, and competitive advantages [25]. Subsequent definitions analyzed different aspects of BE, such as the selection between a product with or without a brand, assuming the same level of features [27], the benefits obtained by the consumers from the product and services with a positive impact on the financial results of the company [28], and, in the financial approach, additional cash flow generated by branded products compared to non-branded ones [29]
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