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Revista Brasileira de Gestão de Negócios

versão impressa ISSN 1983-0807versão On-line ISSN 1806-4892

Resumo

LOPEZ, Natalia Vila; BOLUDA, Inés Kuster  e  AGUILAR, J. Trinidad Marín. Do experiential events create city brand?. Rev. bras. gest. neg. [online]. 2016, vol.18, n.60, pp.191-206. ISSN 1983-0807.  http://dx.doi.org/10.7819/rbgn.v18i60.2536.

Purpose:

This article analyzes to what extent mega-events are capable of developing powerful city brands that are internationally recognized - a topic that has been little studied to date.

Design/methodology/approach:

We used the quantitative method. We carried out 398 surveys with citizens living in Aguascalientes (Mexico), during the mega-event known as the Feria Nacional de San Marcos.

Findings:

The results allow us to verify that (i) with regard to background: residents’ attitudes towards a city brand improve following experiences in mega-events in that city (H1) and (ii) with regard to effects: improving city brand attitudes increases residents’ quality of life (H2).

Originality/value:

To date, there is no literature investigating how experiences in cultural mega-events improve attitudes towards city brands and, consequently, improve quality of life. To fill this gap, this article investigates the great advantages which mega-events can bring to a city

Palavras-chave : Mega-events; city brands; quality of life; residents.

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