Influence of perceived city brand image on emotional attachment to the city

Abstract

PurposeThis study aims to examine the influence of perceived city brand image on emotional attachment to the city. The study also compares the effects of perceived brand image of the city on the emotional attachment to the city across two groups: local residents and visitors.Design/methodology/approachA total of 207 usable questionnaires were collected from 107 residents of the city of Bratislava, Slovakia and 100 visitors to the city. Partial least square structural equation modeling (PLS-SEM) method was used for data analysis.FindingsThis study establishes that perceived city brand image significantly influences emotional attachment to the city. The study concludes that affective city image has a greater impact on emotional attachment to the city among the residents than visitors. By contrast, the influence of cognitive city image on emotional attachment to the city does not vary across the two categories of residents and visitors to the city.Practical implicationsCity tourism marketers should focus on improving city brand images to enhance tourists’ emotional attachment to the city to promote repeat visits among visitors.Originality/valueThis study contributes to improving understanding of the impact of perceived city brand image on emotional attachment to the city across the two groups, residents and visitors, using social exchange theory (SET). Furthermore, the findings come from a relatively under-researched Central and Eastern European (CEE) region.