How can mega events and ecological orientation improve city brand attitudes

摘要: Purpose – The purpose of this study is to examine what extent emotional experiences lived in mega-events and ecological orientation citizens could act as direct antecedents city brand attitude improvements. In addition, it addresses the effect terms a perceived quality life that consolidation would be able bring particular place. Cities must manage administer their geographical territories if they were brands, seeking increase benefits society. Design/methodology/approach An empirical was performed by collecting information from 398 residents Aguascalientes (Mexico) during National Fair San Marcos 2011. Findings Results show how order attitudes, both focus on are two successful ways. Moreover, improvements attitudes can significant positive perception among citizens. Originality/value Th...