Wang, Dian ORCID: https://orcid.org/0000-0003-1162-4903 and Zhang, Bowen (2025) Chapter 6. Beyond the horizon of city branding and city marketing: definition and classifications of city image advertising in China from scholars and practitioners perspectives. In: Kavaratriz, Mihalis and Deffner, Alex, (eds.) City Branding: Concepts and Tools for Reputation Management and Tourism Development. Edward Elgar Publishers - Elgar Online, Cheltenham, UK; Northampton, Massachusetts, US, pp. 79-94. ISBN 978-1035347537; 978-1035347544 (doi:10.4337/9781035347544.00013)

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Abstract

Despite the extensive use of practices and scholarly discussion on city image advertising in China, a unified and comprehensive definition of the subject is lacking. Current studies ignore the possibility of defining such subject from advertising, and the advertising practitioners' perspectives. Thus, the chapter first defines and categorises city image advertising from the perspective of advertising studies by reviewing the key literature, then provides a comprehensive classification from the perspectives of scholars and advertising practitioners. The chapter not only expands the mainstream understanding of city image advertising in city branding and city marketing perspectives to the perspective of advertising but also bridges the gap between academic knowledge and advertising practices and further contributes to understanding the subject.

Item Type:	Book Section
Uncontrolled Keywords:	city image, advertising, China, city marketing
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Greenwich Business School Greenwich Business School > School of Management and Marketing
Related URLs:	Publisher
Last Modified:	21 Feb 2025 14:24
URI:	http://gala.gre.ac.uk/id/eprint/47019

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