Modeling the Impact of Cultural Marketing on City Brand Attractiveness: Evidence from Shijiazhuang, China
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Abstract
This study quantitatively investigates how cultural marketing influences city brand attractiveness in Shijiazhuang, China, Research Objectives To establish a city brand attractiveness evaluation model from the perspective of cultural marketing. To refine the theoretical framework of differentiated paths for cultural marketing in regional cities (especially second-tier cities), and propose a three-in-one strategic plan for Shijiazhuang’s cultural marketing: “core symbols – communication channels – experience scenarios”. Design tiered marketing strategies targeting different audiences (youth groups, business people, local residents). Establish a cultural marketing coordination mechanism that is government-led, market-driven, and involves public participation. through the mediating role of customer perceived value. A structured questionnaire was distributed to 350 valid respondents, measuring four dimensions of cultural marketing—historical, artistic, sports, and commercial—along with perceived value and brand attractiveness using a five-point Likert scale. Structural equation modeling (SEM) was employed to analyze the data. Results revealed that all four cultural marketing dimensions significantly enhance perceived value, which in turn positively affects city brand attractiveness. The findings underscore the importance of integrating cultural marketing strategies to strengthen Shijiazhuang’s urban brand identity and competitiveness. The study contributes empirical evidence to urban marketing literature and offers strategic implications for city brand managers.
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