This study complements current knowledge on city identity and city attachment through a phenomenological inquiry among 22 Casablanca consumer residents. Five Casablanca identities emerge: City of Escape, Busy Isolating City, Clustering City, Small City, and Dark City. The findings illuminate (1) how consumers build specific types of city identities; (2) demonstrate city identity as the outcome of interplays between various consumption experiences, perceived characteristics of spaces and places, and ambivalent emotions; and (3) update current knowledge on city attachment. This work further provides valuable recommendations to public authorities who are willing to leverage specific identities.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Godefroit-Winkel, Delphine; Schill, Marie; Longo, Cristina; and Chour, Martin
"Building City Identities: A Consumer Perspective,"
Markets, Globalization & Development Review:
2, Article 4.
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