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SCIENCE ARTICLE
Integrating technology for a participatory and sustainable urban branding: proposal of a cooperative urban branding model and case study of Tunisian initiatives
1
Hunamities, Taif University, Saudi Arabia
2
Business Administration, Northern Border University, Saudi Arabia
Submission date: 2025-11-20
Final revision date: 2026-03-05
Acceptance date: 2026-03-23
Online publication date: 2026-05-12
Publication date: 2026-05-12
Management 2026;(1):379-408
KEYWORDS
JEL CLASSIFICATION CODES
M31
M37
TOPICS
ABSTRACT
Research background and purpose:
This article aims to explore the motivations and barriers to citizen participation in the field of urban branding by studying the key variables for success in engaging residents and developing an operational model that integrates emerging technologies to facilitate and measure the sustainable involvement of residents in the urban branding process, while taking into account potential conflicts of interest between different stakeholders.
Design/methodology/approach:
The authors first conducted a comparative study of various urban branding initiatives. They then conducted a qualitative study among residents of regions that were implementing urban branding projects.
Findings:
The analysis of various urban branding initiatives resulted in the creation of a catalogue of best practices to inspire other cities, as well as the pillars of a national urban branding strategy. The findings of this study on motivations and barriers to civic engagement can help urban managers design more effective engagement programmes and implement more relevant action plans for cooperative urban branding strategies. In addition, this study will enable managers to optimise the use of resources by identifying the key success factors of urban branding strategies. The analysis of the different approaches to urban branding presented here may encourage policy makers to explore new models of collaboration between the public and private sectors by developing public-private partnerships.
Value added and limitations:
The authors explored the motivations and obstacles to citizen participation in urban branding by examining the key variables that contribute to success in engaging residents. The study allowed us to explore the diversity and richness of urban branding initiatives in Tunisia, a rapidly changing landscape. The authors used a study of residents/citizens, but including other stakeholders could provide more relevant results.
This article aims to explore the motivations and barriers to citizen participation in the field of urban branding by studying the key variables for success in engaging residents and developing an operational model that integrates emerging technologies to facilitate and measure the sustainable involvement of residents in the urban branding process, while taking into account potential conflicts of interest between different stakeholders.
Design/methodology/approach:
The authors first conducted a comparative study of various urban branding initiatives. They then conducted a qualitative study among residents of regions that were implementing urban branding projects.
Findings:
The analysis of various urban branding initiatives resulted in the creation of a catalogue of best practices to inspire other cities, as well as the pillars of a national urban branding strategy. The findings of this study on motivations and barriers to civic engagement can help urban managers design more effective engagement programmes and implement more relevant action plans for cooperative urban branding strategies. In addition, this study will enable managers to optimise the use of resources by identifying the key success factors of urban branding strategies. The analysis of the different approaches to urban branding presented here may encourage policy makers to explore new models of collaboration between the public and private sectors by developing public-private partnerships.
Value added and limitations:
The authors explored the motivations and obstacles to citizen participation in urban branding by examining the key variables that contribute to success in engaging residents. The study allowed us to explore the diversity and richness of urban branding initiatives in Tunisia, a rapidly changing landscape. The authors used a study of residents/citizens, but including other stakeholders could provide more relevant results.
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| eISSN: | 2299-193X |
| ISSN: | 1429-9321 (1997-2019) |
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