A City Brand Personality Model for international event marketing: An empirical research across multiple cultures
Cities, regions and countries compete globally for skilled workers, business investment and tourists. Place branding is the application of brand strategies and concepts to differentiate a city, region or country in order to create experiences that people desire based on the places where they live, work and visit. Due to the importance of the city brand in China, we examine how city brands are experienced in order to provide an insight into to how event managers can integrate city brand considerations ...
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