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Publication
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| Research Title |
City Brand Personality: The Application of Brand Personality Concept in the City Contexta |
| Date of Distribution |
8 July 2016 |
| Conference |
| Title of the Conference |
SIBR-RDINRRU 2016 CONFERENCE ON INTERDISCIPLINARY BUSINESS & ECONOMICS RESEARCH |
| Organiser |
Society of Interdisciplinary Business Research (SIBR) |
| Conference Place |
Osaka, Japan |
| Province/State |
Osaka, Japan |
| Conference Date |
7 July 2016 |
| To |
8 July 2016 |
| Proceeding Paper |
| Volume |
5 |
| Issue |
3 |
| Page |
1-13 |
| Editors/edition/publisher |
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| Abstract |
The concept of brand personality proposed by Aaker (1997) consists of five
dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This
concept was drawn from the development of products in general so as to describe
personality of brands, and has been widely applied to research on a range of products
available in the market. However, relatively few studies have utilized this concept in
the context of an area, a country or a city. The present study thus aims to investigate
how the brand personality concept can be applied in the city context. In so doing, this
research has employed a quantitative method with a factor analysis in order to identify
personality traits and dimensions of a city in relation to the brand personality concept.
Results reveal that city brand personality is comprised of 37 traits in five dimensions
whereas brand personality consists of 42 traits in five dimensions. Therefore, this
study has exhibited a significant finding that the brand personality concept can
explain a city as a product, which serves as a useful guideline for further developing a
scale of city personality. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
3
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Journal Publication
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