City brand love : modelling and resident heterogeneity analysis

Purpose: This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident segments that exhibit distinct behaviour in relation to city brand formation. Design/methodology/approach: The study is based on primary responses collected from 595 residents from Khulna city in Bangladesh. The research model is tested using partial least square (PLS) structural equation modelling. The resident segments were identified using PLS prediction-oriented segmentation method. Findings: Results show that city dependence (i.e. dependence on urban facilities and services provided by the city) and city social bonding (i.e. social interactions amongst residents in the city) lead to city brand love through city satisfaction and city identification. In addition, the study finds that city social bonding and city satisfaction are important for the relationship-reliant residents, whereas city dependence and city identification are important for the resource-reliant residents. Research limitations/implications: Future research can investigate the relationship between the length of residence and native vs non-native residents’ influence on city brand love formation. Practical implications: The city brand managers and planners should adopt a resident-inclusive approach that considers the different needs of the residents to engender city brand love. Originality/value: The study contributes to city branding literature by empirically investigating the under-researched topic of city brand love by identifying the key constructs and their role in determining city brand love. Further, it shows that the route to city brand love formation is different based on residents’ needs.