“Ich bin ein Berliner”: A consumer-based place brand equity from a social identity approach

The 2019 La Londe Conference in Marketing, La Londe (France) (2019)
Auteurs : V. De Barnier, F. Magnoni and P. Valette-Florence

This research based on Social Identity Theory (Ashforth & Mael, 1989) studies consumer-based place brand equity (CBPBE), its antecedents and its role in predicting place-related behaviors. Quantitative studies 1 (N=134) and 2 (N=129) develop a measurement scale for CBPBE from the residential attractiveness perspective. A new CBPBE 15-item scale with 5 dimensions is proposed: brand awareness, brand uniqueness, social identity, brand loyalty and perceived value. Quantitative study 3 (N=240) empirically tests a conceptual model of antecedents and consequences of CBPBE. Results show that place memory, emotions associated to place experience and place brand actions influence CBPBE which strongly predicts place attachment and place satisfaction. Word of mouth is positively influenced by both place attachment and place satisfaction, whereas ambassador behaviors are affected by place attachment only. Leaving intention is negatively impacted by place attachment and place satisfaction. This research makes both theoretical and managerial contributions by offering a CBPBE scale, by clarifying its drivers and consequences, and by confirming the relevance of the social identity theory for place brand equity.

Keywords: consumer-based place brand equity, social identity, place attachment, place satisfaction, brand building behaviors, partial least square modeling.