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Toward an understanding of an inside out perspective on city branding - a grounded theory study of Leeds and Istanbul
Yuksel, Z. Ruya
Yuksel, Z. Ruya
Publication Date
2016
End of Embargo
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The University of Bradford theses are licenced under a Creative Commons Licence.
Peer-Reviewed
Open Access status
Accepted for publication
Institution
University of Bradford
Department
School of Management
Awarded
2016
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Abstract
Adopting an inside out perspective to city branding, this doctoral thesis
examines the significance of residents and their relationship towards cities in
terms of association, identity and ownership of the physical environment, in
the context of city branding. This is important because the growing interest
towards city branding not only challenged the traditional understanding of
branding concepts but also forced academics and practitioners to seek ways
to mould and shape existing concepts to the context of city branding.
This qualitative study was undertaken within a constructivist grounded theory
methodology and uses Leeds, UK and Istanbul, Turkey as deliberately
contrasting case studies. In accordance with grounded theory, the literature
was only used to inform rather than direct the research design. The sampling
design involved initial and theoretical sampling and in total of 22 residents
interviewed from both cities.
The emergent place brand identity mosaic comprises of four main categories
of social process (SP), place attachment (PA), sense of place (SoP) and built
environment (BE), and the most significant feature of the place identity
mosaic is that it is processual, dynamic, and time and context specific. In
terms of contribution to knowledge, the present study bridges the gap in
between the subject fields of branding (brand management) and urban
studies by proposing an inside out approach to branding cities. The findings
indicate that the place brand identity mosaic elements provide a platform to
explain how residents make sense of where they live and to begin to
understand the concept of the city brand identity. Moreover, in regards to
practice, it brings a new perspective to the existing city managements by
highlighting a focal point of “keeping the existing customers happy” through
investigating and understanding the role and significance of residents, their
attachment to where they live and how this insight can be cooperated into
creating and developing a sustainable city brand.
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Type
Thesis
Qualification name
PhD