Modeling Emotion-Driven Systems of Sustainable Place Branding: A PLS-SEM Analysis of Emotionally Durable Visual Design

In the evolving discourse of affective urbanism, emotions are increasingly recognized as fundamental, systemic drivers shaping the social, perceptual, and symbolic dimensions of urban space. Meanwhile, advances in visual technologies and media aesthetics have transformed contemporary cities into visually saturated environments, where visual cues actively influence how urban space is perceived, navigated, and emotionally experienced. While prior research has addressed affective belonging and spatial identity, these studies often treat emotion and visual design as separate influences rather than examining their interdependent, systemic roles. To address this gap, this study develops an emotion-driven systemic model to analyze how visual design activates affective pathways that contribute to the sustainable construction of place branding. Drawing on survey data from 134 residents in Wuxi, China, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the interrelations among emotionally durable visual design, urban emotion, and place branding. The results reveal that visual attachment design (VAD) significantly strengthens place branding through emotional mediation, while visual behavior design (VBD) directly enhances sustainable branding by fostering participatory engagement even without emotional mediation. In contrast, visual function design (VFD) demonstrates limited impact, underscoring its insufficiency as a stand-alone strategy. These findings underscore the value of modeling emotionally durable visual communication as a system that links emotion, behavior, and identity in citizen-centered place branding.