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City citizenship behavior and participation in promotion

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Abstract

Over the past few years, residents' participation in public matters has gained increased importance along with the involvement of internal stakeholder groups in the decision-making process. This trend has also been embodied across city branding theory and practice. Therefore, the paper focuses on residents' role as citizens. The main objective of the study is to understand citizens' participation in local matters and the relationship between citizenship behavior and involvement in the city brand promotion practice. The study is based on the survey data (CAWI) acquired from citizens (n = 503) from Poznan, Poland. According to the research findings, citizens with a high level of so-called citizenship behavior are likely to also engage in the city branding process, namely in the promotion. The findings also highlight relationship between citizens' age and participation intensity. The survey results are valuable to local government authorities. The findings also suggest they should treat the residents as the most relevant stakeholders and encourage citizen participation by stimulating the feeling of citizenship. The study empirically proves that citizen participation in real-life directly correlates to their involvement online. The concept of citizenship behavior is adapted to the specificity of a CEE market and proved to be a reliable measurement tool.

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Acknowledgement

The research was supported by National Science Centre, Poland, No.2019/33/N/HS4/02004.

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Authors and Affiliations

  1. Collegium of World Economy, Warsaw School of Economics, Madalinskiego str. 6/8, room 10 M, 02-513, Warsaw, Poland

    Maia Maziashvili

  2. Head of International Marketing Department, Warsaw School of Economics, Madalinskiego str. 6/8, room 10 M, 02-513, Warsaw, Poland

    Izabela Kowalik

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  1. Maia Maziashvili
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Correspondence to Maia Maziashvili.

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Appendices

Appendix 1

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Table 6 Demographics of respondents
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Appendix 2

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Table 7 Correlations between "City Citizenship Behavior" (CCB) and "Participation in Promotion"
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7.

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Maziashvili, M., Kowalik, I. City citizenship behavior and participation in promotion. Place Brand Public Dipl 18, 113–127 (2022). https://doi.org/10.1057/s41254-020-00194-z

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