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Demand- and supply-side perspectives of city branding: A qualitative investigation

机译：城市品牌的需求和供应方观点：定性研究

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City branding has become an invaluable source of differentiation for cities around the world as competition between places continues to grow. The current study addresses gaps in extant city branding literature by investigating the brand vision model on a second-tier UK city, Leeds, from the perspective of both brand steerers and brand consumers. The qualitative research approach and case study results from brand steerers and consumers reveal that a high degree of buy-in exists among leading brand steerers. Furthermore, findings indicate some significant differences between the steerers and citizens' vision for the city's brand that prevents the two sets of viewpoints from being strongly aligned; although communalities exist between stakeholder groups, the supply side is taking a more strategic direction whereas the demand side is more pragmatic. Managerial and theoretical implications provide practical recommendations for managers as well as broader suggestions for the research area in general. (C) 2016 Elsevier Inc. All rights reserved.
机译：随着各地之间的竞争不断加剧，城市品牌已成为世界各地城市差异化的宝贵来源。当前的研究通过从品牌指导者和品牌消费者的角度研究英国二线城市利兹的品牌愿景模型，解决了现有城市品牌文献中的空白。品牌指导者和消费者的定性研究方法和案例研究结果表明，领先的品牌指导者之间存在高度的认同感。此外，研究结果表明，操舵员与市民对城市品牌的看法之间存在重大差异，这导致两组观点无法完全统一。尽管利益相关者团体之间存在社区关系，但供应方的战略方向更为明确，而需求方的态度更为务实。管理和理论意义为管理者提供了实用建议，也为整个研究领域提供了更广泛的建议。 （C）2016 Elsevier Inc.保留所有权利。

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