An Overview of Marketing Strategies for City Brand Communication in the Context of Globalisation: An Analysis of Effective Paths to Enhance a City’s International Image

In an increasingly globalized world, city branding has become a critical strategy for enhancing a city's international reputation, competitiveness, and economic growth. This study adopts a qualitative, systematic literature review approach, employing the PRISMA framework to identify and analyze...

Full description

Saved in:
Bibliographic Details
Published in:Review of communication research 2024-01, Vol.12, p.236-249
Main Authors: Wang, Ningyu, Mustafa, Hasrina
Format: Article
Language:English
Subjects:
Brands
Cities
Communication
Competition
Competitiveness
Cultural identity
Discourse strategies
Economic growth
Equity
Globalization
Governance
Innovations
International relations
Literature reviews
Market strategy
Marketing
Mass media
Mass media effects
Policy making
Reputations
Social media
Specialization
Stakeholders
Strategies
Sustainability
Visibility
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!