Abstract

PLUMED LASARTE, Marta; CASALO ARINO, Luis Vicente  and  ELBOJ SASO, Carmen. Analysis of the Influent Variables in Local Population’s Acceptance of a Place Branding Strategy: The Case of Zaragoza (Spain). Gest. polít. pública [online]. 2017, vol.26, n.2, pp.381-415. ISSN 1405-1079.

The competition among territories has taken the public administration to develop place branding strategies. This research analyzes the resident’s perspective through the case of Zaragoza (Spain), explaining the brand’s perceived usefulness and the brand attitude, considering as antecedents the place attachment and the congruence between brand and territory. Thanks to a questionnaire, a structural equations model that allows confirming the influence of these variables in the perceive usefulness which also influences in the inhabitants’ attitude toward the place brand. The present study also finds out that place attachment moderates the effect of the congruence in the perceived usefulness.

Keywords : attachment; congruence; place branding; residents; attitude; perceived usefulness; Zaragoza.