Resident’s Cooperative Behaviors Towards a Place Brand: A Comprehensive Literature Review

Developing an understanding of cooperative behavior in place branding is crucial for promoting economic prosperity, social cohesion, and environmental sustainability. Residents, as key stakeholders, have a significant impact on the success of any place brand. This review paper focuses on two fundamental roles of residents: ambassadorship and citizenship behaviors, analyzing their components and antecedents. By reviewing these key behaviors, the study underscores the pivotal role residents play in shaping and promoting the city brand. The insights derived from this analysis deepen our understanding of residents’ contributions to branding strategies and provide valuable guidance for future research efforts in this area.