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Markets, Globalization & Development Review

Abstract

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.

Author Bio

Delphine Godefroit-Winkel is Associate Professor of Marketing at Toulouse Business School on the Casablanca campus, Morocco. Her research interest relates to retailing, gender, and climate change. She uses both quantitative and qualitative methods to grasp the cultural aspects of consumer behaviors. Her work is published in book chapters and in several academic journals such as the Ecological Economics, European Journal of Marketing, International Journal of Retail & Distribution Management, Journal of Business Research, Journal of Consumer Marketing, Journal of International Marketing, Journal of Macromarketing, Markets Globalization and Development Review, and Revue de Gestion des Ressources Humaines. She has presented her research at international conferences including the International Society of Markets and Development Conference, the Association for Consumer Research Conference, the Consumer Culture Theory Conference. Delphine Godefroit-Winkel is also a board member of the International Society of Markets and Development, and ambassador for the French Association of Marketing in Morocco. She is an active member of local associations such as Sourire de Reda, for suicide pervention among teenagers and young adults.

Marie Schill is Associate Professor of Marketing at the University of Reims Champagne Ardenne, France. Her research interests focus on family daily consumption practices and sustainable development. Her work has been published in Ecological Economics, the Journal of Business Ethics, the Journal of Consumer Marketing, the European Management Journal, European Journal of Marketing, Decisions Marketing, La Revue des Sciences de Gestion, Revue de Gestion des Ressources Humaines and in refeered conferences proceedings such as Advances in Consumer Research, Transformative Consumer Research and Association Française du Marketing.

Cristina Longo is Assistant Professor of Marketing at the University of Lille, France. She is a member of the Lille University Management Lab (ULR 4999 LUMEN). Her research interests focus on ethical consumption and corporate social responsibility. Her research has appeared in the Journal of Business Ethics, Marketing Theory and Micro & Macro Marketing. She has presented her research at international conferences, such as the Association for Consumer Research Conference, the European Association for Consumer Research Conference, the Consumer Culture Theory Conference and the Workshop on Interpretive Consumer Research.

Martin Chour is Assistant professor in marketing at EDHEC Business School in France. His research mainly focuses on family consumption, gender marketing and branding management. He presented his research at international conferences, such as the World Marketing Congress, the French Marketing Association Conference and the European Sociological Association Conference.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.

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