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Keywords: Cocreation
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Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (4): 607–624.
Published: 29 April 2025
... and consumption of a city’s culture and identity among Gen-Z individuals can be channeled to cocreate strategies for meaning-making and imaging in the branding of a sustainable city. Design/methodology/approach This study examined 10 YouTube promotional videos produced as part of official city branding...
