Many city branding campaigns fail because they ignore input at the planning stage from local residents, who are among the most crucial stakeholders. Moreover, many campaigns that do consider residents fail to address the varying preferences, attitudes or needs of different groups. To help prevent these mistakes, the current study identifies different segments of residents based on their degree of involvement in and attachment to the city. Four segments of residents who differ in their perceptions of city image, loyalty and socio-economic status are identified. The findings illustrate the heterogeneous nature of city residents and suggest practical implications for city marketers and municipalities.

许多城市品牌宣传活动之所以失败，是因为它们在规划阶段忽视了当地居民的意见，而当地居民是最重要的利益相关者之一。此外，许多确实考虑到居民的运动未能解决不同群体的不同偏好、态度或需求。为了帮助防止这些错误，当前的研究根据居民对城市的参与程度和依恋程度确定了不同的居民群体。确定了对城市形象、忠诚度和社会经济地位有不同看法的四类居民。研究结果说明了城市居民的异质性，并对城市营销人员和市政当局提出了实际意义。