Category - Ezzohra BELKADI

Hassan II University, Morocco


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

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 can not 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.

Read More
Aims & Scope

Expert Journal of Marketing welcomes original academic articles to be published in open access.

Read more about Expert Journal of Marketing→

Guide for Authors

This 'Guide for Authors' provides useful information about the publication process at Expert Journal of Marketing.

Read 'Guide for Authors' →

Current Issue

Volume 5 of Expert Journal of Marketing is now available online

View Current Issue →

Forthcoming Papers

View upcoming finance academic articles accepted for publication.

View Articles →

Send Your Article Now