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The fundamental mission of every green city is to harmonize urban living with environmental preservation. However, a critical challenge arises when the residents of such cities do not share the same level of environmental consciousness, potentially eroding the integrity of the green city’s brand identity. Hence, this study aims to explore the factors influencing residents’ identification with green city branding and assesses how this identification subsequently affects their green citizenship behaviors.

A survey of 1,217 residents from 15 green cities across six countries was conducted and analyzed using SPSS 28.0 for descriptive statistics and PLS-SEM for measurement and structural model analysis.

The results indicate that green city-self connection, green city distinctiveness and environmental benefits significantly impact GCRI, which, in turn, significantly influences green city protection, loyalty and advocacy behaviors. However, green city social and economic benefits did not affect resident identification.

The results of this study provide valuable managerial insights for city brand managers, green city developers and governmental representatives. The study underscores the importance of considering residents as crucial internal stakeholders in the creation of a green city identity that effectively promotes sustainable urban living and an eco-friendly culture.

This study provides theoretical insights into the relationship between green identification and residents’ willingness and commitment to act as ambassadors and promote their city’s green values.

This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers.

This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test.

The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant.

This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention.

This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.