Let's stay together – The mediating role of self-congruity and place attachment on residents' likelihood to stay

Residents are integral to the place image. They a component of place, and ambassadors its brand, yet their perspectives have generally been overlooked when it comes role person-place bonds in branding. This study evaluates mediating self-congruity attachment on relationship between residents' positive image likelihood stay among 350 Swedish residents. A conceptual model building identity, congruity theories is tested using structural equation modelling. Findings, applicable across two cities different size, show stay, mediated by attachment. The resident self-congruity. Implications include that may not offer direct psychological bond influencing but important instill which turn impacts retention. highlight multifaceted nature self-congruity, importance careful consideration constructs operationalizing identification with should be used measure stay. Future research encouraged images both users studying residents’ capacity for branding policies supporting inclusive community practices unify retain