Place Consumption: Interrogating the Relationship Between Nation Brand and City Brand

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Author(s): Sanya Ojo (RDBS, University of East London, UK)
Copyright: 2019
Pages: 25
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch010

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter investigates the influence of country of origin's reputation on the notion of place brand and vice versa. Employing a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding. This model highlights the flow of causality between a nation brand and a city brand. Four themes are highlighted as matters of interest to focus on when recommending a way forward for Lagos city to generate and improve its global reputation in order to increase the footfalls of visitors and expats.

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Place Consumption: Interrogating the Relationship Between Nation Brand and City Brand

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