Learning to Co-Create The City Brand Experience

• Autorzy: Magdalena Florek , Andrea Insch
• Języki publikacji: EN

Abstrakty

EN

Given the peculiar characteristics of cities, which in many ways render them unamenable to manipulation following the product-concept philosophy, an alternative approach to conceptualising city brands is required. Focus must shift to understanding city brands in terms of how they are experienced and how local authorities can take a leading role in designing and assisting users to co-create valuable city brand experiences. Leading contributions from the theory and practice of the experience economy, service dominant (S-D) logic and consumer brand experiences provide the basis for public and private organisations to devise innovative ways to co-create city brand experiences with city brand users. (original abstract)

Słowa kluczowe

EN

City; Brand value; Services

PL

Miasto; Wartość marki; Usługi

• Czasopismo: Journal of International Studies
• Rocznik: 2020
• Tom: 13
• Numer: nr 2
• Strony: 163--177

Twórcy

autor

Magdalena Florek

• Poznań University of Economics and Business, Poland

autor

Andrea Insch

• School of Business University of Otago

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Identyfikatory

DOI

10.14254/2071-8330.2020/13-2/12