Place branding: creating self‐brand connections and brand advocacy

Purpose The purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process. Design/methodology/approach A conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents of self‐brand connection and brand advocacy in the context of city...