Modern city brand trends aim to position cities according the interests of their stakeholders; in case university students, it is necessary identify factors that determine choice a city. Consequently, this study applied an exploratory model allowed researchers validate and characteristics influence process major Colombian cities. The partial least square statistical analysis methodology was use...

Introduction Branding has become an empirical phenomenon in the governance of urban districts and communities, especially in urban regeneration programmes (e.g. Van Dijk and Holstein, 2007). Branding has been widely applied to change the image of regenerated areas, with the aim of attracting investors and new residents. In the UK for example, branding has become increasingly central to regenera...