Touring Pittsburgh's glocal narratives: Leveraging city brands for global and local audiences

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The term "glocal" indicates a co-existence of local characteristics and global conditions that can lead to a co-dependency and counter-relationship between capitalism and culture. The hybridization of these spaces offers opportunities for glocal voices to become meaningful parts of the city brand, yet their inclusion within city branding techniques occurs primarily on the external level, i.e., within tourism or Destination Marketing Organizations' (DMOs) advertisements. This chapter explores how post-industrial cities can leverage the glocal in their city brand communications via narrative. It is argued that narratives reveal authentic perceptions of the city, while highlighting the complexities of a city's glocal identity. This study "tours" Pittsburgh's glocal narratives emerging from face-to-face, print, and online modalities to unearth the vitality of Pittsburgh's city brand for global and local audiences.

Original languageEnglish (US)
Title of host publicationAdvertising and Branding
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global
Pages430-455
Number of pages26
ISBN (Electronic)9781522517948
ISBN (Print)1522517936, 9781522517931
DOIs
StatePublished - Jan 6 2017

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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