Branding creative cities: the interplay of organisational structure, networking and financial supporting

Research on creative city branding has expanded in recent years, yet the mechanisms through which organisational structure (OS) shapes branding outcomes – particularly alongside networking and financial support – remain insufficiently examined. Most studies focus on developed regions and present creative city frameworks without considering institutional constraints and socio-cultural specificities in developing settings. Adopting a critical perspective, this study investigates how OS, financial support (FS) and networking and participation (NP) influence creative city branding (CCB) and evaluates how CCB contributes to city brand effectiveness (CBE). Rasht, a UNESCO Creative City of Gastronomy, serves as the case. Structural equation modelling shows that OS strongly affects CCB directly and indirectly, primarily through NP. FS plays no meaningful mediating role, reflecting the limited functionality of financial mechanisms under centralised and inflexible governance. CCB enhances CBE, strengthening urban identity and cultural visibility. The findings underscore the importance of integrated organisational arrangements and participatory structures in cities where financial resources and institutional flexibility are constrained. The proposed framework provides context-sensitive insights for developing governance environments and supports policymakers in designing more adaptive and grounded creative city strategies.