Abstract
This paper explores (1) the interrelationship between the commercial performance of markets and town and city centres, (2) the positive and negative spill-over effects between them and (3) the implications for the understanding of the place brand and its management. It employs a network and place branding perspective and applies a multi-method case study approach utilising surveys and semi-structured interviews with stall-, store- and city centre managers in two European cities. Results reveal strong relationships between the commercial performance of the markets and the performance of the city centres. Findings confirm bi-directional positive spill-over effects between markets and city centres. Further, they reveal negative spill-over effects related to infrastructural deficiencies of the city centres and negative by-products of the increased footfall generated by the markets. This research provides insights into the role of markets as key features of urban place products and their potential in augmenting an urban place brand.