The Adoption of Residents of The City Brand: A Case Study of Casablanca City

• Main Author: Ezzohra BELKADI
• Format: Article
• Language: English
• Published: Sprint Investify 2019-11-01
• Series: Expert Journal of Marketing
• Subjects: city branding; place marketing; satisfaction; membership; consultation; residents
• Online Access: http://marketing.expertjournals.com/23446773-711/

Like private organizations, territories have become concerned about their image and their competitiveness. Thus, to improve their attractiveness, cities have invested to enhance their image and create brands to differentiate them from other cities. A territory cannot have a good image if the residents are not satisfied. They constitute the first target to be satisfied and integrated into the development project of the territory. The purpose of this research is to study the determinants of the residents' adoption of the city branding. What will make residents adopt or not the brand of their city? This research will be carried out as part of a study on the case of Casablanca, which has had a city branding since September 2016 to promote the city.