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City Brand Personality—Relations with Dimensions and Dimensions Inter-Relations

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  • Oana Țugulea

    (Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi, 22 Carol I Street, 700505 Iași, Romania)

Abstract

City brand strategies play an important part in building strong identities for cities and also for effective promotional campaigns. The purpose of this research is to analyze in more depth the dimensions of the City Brand Personality of Iași, as identified in previous research. The objectives of the present study are to: (1) understand the impact of each dimension upon the entire construct; (2) identify the possible connections between the perception of the city brand personality and the perceptions on particular city features; (3) identify the possible inter-connections between the resulting dimensions. An Independent Samples t test, Discriminant analysis, and Correlations and Regressions analysis were conducted. The dimension Peacefulness/Sincerity has the highest positive impact, while the dimension Malignacy has the lowest negative impact. Respondents who consider the city to be relatively young rate the personality features better for the dimensions of Peacefulness/Sincerity and Competence. Competence and Peacefulness/Sincerity are strongly related. Improving the perception of features composing the Competence dimension leads to an improvement of the entire City Brand Personality. Future research could specifically identify the types of sustainable activities that could be associated with the desired personality traits.

Suggested Citation

  • Oana Țugulea, 2017. "City Brand Personality—Relations with Dimensions and Dimensions Inter-Relations," Sustainability, MDPI, vol. 9(12), pages 1-22, December.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:12:p:2243-:d:121625
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    2. Sadeque, Saalem & Roy, Sanjit Kumar & Swapan, Mohammad Shahidul Hasan & Chen, Cheng-Hao & Ashikuzzaman, Md, 2020. "An integrated model of city and neighborhood identities: A tale of two cities," Journal of Business Research, Elsevier, vol. 117(C), pages 780-790.
    3. Chenyu Zheng, 2020. "Comparisons of the City Brand Influence of Global Cities: Word-Embedding Based Semantic Mining and Clustering Analysis on the Big Data of GDELT Global News Knowledge Graph," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
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    5. Gheorghe Epuran & Claudia-Ioana Ciobanu & Adrian V. Horodnic & Gheorghe Epuran & Claudia-Ioana Ciobanu & Adrian V. Horodnic, 2019. "Green Jobs Creation – Main Element in the Implementation of Bioeconomic Mechanisms," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(50), pages 1-60, February.
    6. Jia-Wei Tang & Ming-Lun Chen & Tsai-Hsin Chiu, 2018. "An Exploratory Study on Local Brand Value Development for Outlying Island Agriculture: Local Food System and Actor–Network Theory Perspectives," Sustainability, MDPI, vol. 10(11), pages 1-21, November.
    7. Carmen Berne-Manero & Mercedes Marzo-Navarro, 2020. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    8. Eunah Yu & Junghyun Kim, 2020. "The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors," Sustainability, MDPI, vol. 12(3), pages 1-13, January.
    9. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.

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