City brand love: modelling and resident heterogeneity analysis

Volume: 31, Issue: 2, Pages: 322 - 337
Published: Aug 9, 2021
Abstract
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)...
Paper Details
Title
City brand love: modelling and resident heterogeneity analysis
Published Date
Aug 9, 2021
Volume
31
Issue
2
Pages
322 - 337
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