Perception of city management, fellow residents, and Perceived External Prestige (PEP) as antecedents of city affective commitment - The city marketing perspective

Abstract

This study analyses the role of perception of city management, perception of fellow residents, and Perceived External Prestige (PEP) on affective commitment from the city marketing perspective. The research model is tested based on the data collected on the residents of two different cities, on residents (N = 402) of Ljubljana – Green capital of Europe, 2016, and (N = 403) of Maribor – Capital of Culture, 2012. The results showed that both Perceived External Prestige and perception of fellow residents were significant drivers of city commitment. Perception of city management had a significant effect on Perceived External Prestige and perception of fellow residents, although no significant direct effect on city commitment. The results revealed that Perceived External Prestige and perception of fellow residents mediate the relationship between perception of city management and affective commitment fully. The study recognises the relationships between analysed variables, and confirms their crucial role as drivers of the residents' city commitment.