There are many reasons for urban migration. One factor is a negative perception of the city as a dwelling environment. The aim of this report is to understand this perception in order to begin to transform deeply rooted stereotypes about the city as a residential environment and help city marketers to frame their campaigns more effectively towards specific audiences. Brussels is the city where the case study was conducted. A thought-listing methodology and cluster analysis were used to uncover the mental schemes through which residents, non-residents and commuters perceive the city. These schemes oscillate between two attitudinal poles: “metropolitanism on one end of the spectrum; “suburbanism” on the other end. Within this tension field, substantial variations exist.
Original languageEnglish
Place of PublicationBrussels
Commissioning bodyInnoviris
Number of pages26
VolumeVUB
Publication statusPublished - 2018

    Research areas

  • Brussels, Dwelling environments, Perception, City marketing, Thought listing methodology

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