Impact of City Brand Recognition on Subjective Well-Being–Taking Beijing as an Example*

In recent years, with the development of city brand gradually, more and more people pay more attention to the construction of city brand. This study attempts to combine city brand recognition with subjective well-being (SWB) of residents to explore the impact of city brand recognition on residents SWB. The research finds that the city brand image has a positive influence on the city brand value and the city brand confidence; city brand image can indirectly improve the SWB of residents; and city brand value and city brand confidence are the mediating variables to improve SWB of residents.