Building a city brand for international retirees: case of Chiang Mai city, Thailand

Koblarp Chandrasapth, Natalia Yannopoulou, Kongsak Boonyapranai and Patchara Tantiprabha

Asia Pacific Business Review, 2025, vol. 31, issue 3, 482-505

Abstract: This study explores the efforts of multiple stakeholders in communicating a shared vision of city branding for a destination serving mature consumers. Using a case study methodological approach, and thematic analysis, we examine online marketing materials targeting international retirees through the lens of place branding, anthropomorphism, and shared brand equity. The findings reveal brand relationships that emerge through a multiple stakeholders’ viewpoint and put forward appropriate destination resonance elements. By proposing business models tailored to retirees’ diverse needs, the study’s theoretical contribution refers to the role of brand resonance equity empowering stakeholders to innovate. Our proposed theoretical and practical implications offer guidance for ASEAN-based city brands seeking to differentiate their branding strategy to cater to senior populations.

Date: 2025
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DOI: 10.1080/13602381.2024.2436441

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