Let's stay together – The mediating role of self-congruity and place attachment on residents' likelihood to stay

Abstract

Residents are integral to the place image. They are a component of the place, and ambassadors of its brand, yet their perspectives have generally been overlooked when it comes to the role of person-place bonds in place branding. This study evaluates the mediating role of self-congruity and place attachment on the relationship between residents' positive place image and likelihood to stay among 350 Swedish residents. A conceptual model building on identity, congruity and attachment theories is tested using structural equation modelling. Findings, applicable across two cities of different size, show a positive relationship between place image and residents' likelihood to stay, mediated by place attachment. The relationship between place image and place attachment is mediated by resident self-congruity. Implications include that resident image may not offer a direct psychological bond influencing residents' likelihood to stay but is important to instill place attachment which in turn impacts resident retention. Implications highlight the multifaceted nature of place self-congruity, the importance of careful consideration of constructs when operationalizing identification with a place, and that place attachment should not be used to measure residents' likelihood to stay. Future research is encouraged to include images of both place and place users when studying residents’ place self-congruity. Implications highlight the capacity for place branding policies supporting inclusive community practices to unify and retain residents.