Previous literature has focused on the antecedents of place attachment and the effects on place satisfaction and place loyalty. However, little is known about the relationship between emotional place branding and place attachment. This study analyses the process of creating an emotional city brand in order to promote emotional bonds and achieve resident and visitor place attachment. The northern Portuguese town of Viana do Castelo was chosen as case study to conduct a mixed-method approach. The authors conducted document analysis regarding the creation of the city brand and interviewed a city councillor to understand the way it was managed. A notable resident and a notable visitor with a strong bond with the city were also interviewed. Then the authors developed a focus group with heterogeneous profiles of residents and visitors in order to understand their perceptions of the city’s image. Finally, place attachment was measured through a survey, with a sample of 285 respondents. The results not only show good acceptance of the city brand by residents and visitors but also reveal expectations of a more engaging and active communication strategy to achieve affective commitment. Place attachment is strong, especially concerning emotional factors, suggesting that city branding strategies evoking emotional bonds may reinforce place attachment. Place identity is stronger than place dependence as regards residents and visitors.

以前的文献主要关注地方依恋的前因以及对地方满意度和地方忠诚度的影响。然而，人们对情感地方品牌和地方依恋之间的关系知之甚少。本研究分析了创建情感城市品牌以促进情感纽带并实现居民和游客场所依恋的过程。葡萄牙北部城镇维亚纳堡被选为案例研究，以进行混合方法方法。作者对创建城市品牌的文件进行了分析，并采访了一位市议员以了解其管理方式。一位著名的居民和一位与这座城市有着密切联系的著名游客也接受了采访。然后，作者开发了一个焦点小组，其中包含居民和游客的异质资料，以了解他们对城市形象的看法。最后，地方依恋是通过一项调查来衡量的，样本为 285 名受访者。结果不仅表明居民和游客对城市品牌的接受度很高，而且还表明人们期望采用更具吸引力和积极性的沟通策略来实现情感承诺。地方依恋很强，尤其是在情感因素方面，这表明唤起情感纽带的城市品牌战略可能会加强地方依恋。就居民和游客而言，地方认同强于地方依赖性。结果不仅表明居民和游客对城市品牌的接受度很高，而且还表明人们期望采用更具吸引力和积极性的沟通策略来实现情感承诺。地方依恋很强，尤其是在情感因素方面，这表明唤起情感纽带的城市品牌战略可能会加强地方依恋。就居民和游客而言，地方认同强于地方依赖性。结果不仅表明居民和游客对城市品牌的接受度很高，而且还表明人们期望采用更具吸引力和积极性的沟通策略来实现情感承诺。地方依恋很强，尤其是在情感因素方面，这表明唤起情感纽带的城市品牌战略可能会加强地方依恋。就居民和游客而言，地方认同强于地方依赖性。