Abstract
The purpose of this study is to investigate the antecedents of city brand personality and those effects on city brand personality and attitude toward city. This study attempts to confirm dimensions of city characteristics and city brand personality, and analyze the structural relationships among the city characteristics, city brand personality and attitude toward city. The result showed that various characteristics of city (culture and historic characteristics, life stability, facility convenience, economic factors, the image of city appearance, nature friendly characteristics) influence city brand personalities. In addition, city brand personalities (vivid personality and stable personality) are positively related to attitude toward city and mediated between the characteristics of city and attitude toward city.
Recommended Citation
Yoo, Chang Jo; Hwang, Tae Gyu; and Lee, Sang Hyun
(2008)
"도시특성평가가 도시브랜드개성과 도시태도에 미치는 영향에 대한 탐색적 연구,"
Asia Marketing Journal: Vol. 10
:
Iss.
3
, Article 2.
Available at: https://doi.org/10.53728/2765-6500.1219
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