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Restrictions on the use of the Aaker model in the measurement of city brand personality: The sender’s perspective

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  • Ewa Glińska

    (Bialystok University of Technology)

  • Oleg Gorbaniuk

Abstract

The aim of this article is to explore the limitations of the extensibility of the Aaker’s brand personality framework to small and medium-sized city branding. Previous research with similar aims focused on the measurement of perceiving city brand personality dimensions from the recipient’s perspective. This article adopts the perspective of ‘senders’ in the city branding process, thus focusing on the projected city brand personality. The results of a survey among managers responsible for the promotion of Polish towns/cities revealed that the Aaker model of brand personality is not adequate to describe the personality of cities’ brands. Apart from disregarding certain city personality dimensions existing in their branding strategies (as desired by cities marketers), the Aaker model incorporates dimensions that are absent in desired images of cities brands.

Suggested Citation

  • Ewa Glińska & Oleg Gorbaniuk, 2016. "Restrictions on the use of the Aaker model in the measurement of city brand personality: The sender’s perspective," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 46-58, February.
    • Handle: RePEc:pal:pbapdi:v:12:y:2016:i:1:d:10.1057_pb.2015.20
    DOI: 10.1057/pb.2015.20
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    References listed on IDEAS

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    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
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    Cited by:

    1. Ewa Glińska & Wawrzyniec Rudolf, 2019. "City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage," Sustainability, MDPI, vol. 11(19), pages 1-22, October.
    2. Viriya Taecharungroj, 2018. "City-district divergence grid: a multi-level city brand positioning tool," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 101-114, May.
    3. Heather Skinner, 2021. "Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, March.
    4. Philip Boland & Stephen McKay, 2021. "Personality association and celebrity museumification of George Best (with nods to John Lennon)," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 409-419, December.

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