Citizen brand ambassadors: motivations and perceived effects

Jonas Rehmet, Keith Dinnie

    Research output: Contribution to journalArticle

    21 Citations (Scopus)

    Abstract

    This study analyzes citizen brand ambassadors' motivations and the effects they perceived deriving from participation in a citizen-focused ambassador network which constituted one element of a city's destination brand strategy. The results of this study of Berlin's citizen ambassador program indicate that participating in an ambassador program resulted in perceived positive effects for ambassadors. One major finding is that few citizens engaged in the ambassador program due to feelings of commitment or civic pride, but rather as a means to enhance the reach and exposure of their individual projects. A further finding was that ambassadors did not voluntarily function as active message senders on an individual level. The study reveals new insight into the key factors of the decision-making process determining whether citizens engage or do not engage with ambassador programs.

    Original languageEnglish
    Pages (from-to)31-38
    JournalJournal of Destination Marketing and Management
    Volume2
    Issue number1
    DOIs
    Publication statusPublished - Mar 2013

    Keywords

    • Brand ambassadors, City branding

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