Citizen brand ambassadors: motivations and perceived effects

Jonas Rehmet, Keith Dinnie

    Research output: Contribution to journalArticlepeer-review

    38 Citations (Scopus)


    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
    Issue number1
    Publication statusPublished - Mar 2013


    • Brand ambassadors, City branding


    Dive into the research topics of 'Citizen brand ambassadors: motivations and perceived effects'. Together they form a unique fingerprint.

    Cite this