THE LINK BETWEEN ATTRIBUTES AND CITY BRAND MEANINGS: AN ANALYSIS FOR MULTIPLE STAKEHOLDERS

Year 2017, , 372 - 383, 30.09.2017

Taner Sigindi

https://doi.org/10.17261/Pressacademia.2017.714

Abstract

Purpose- This paper
investigates the perceptions of different target groups such as residents,
tourists, and students about a city brand by using five city brand attributes
such as urbanity&cultural activities, infrastructure,
nature&environment, economic conditions, and job opportunities&business
networks.

Methodology- A
quantitative survey was conducted in order to test hypotheses and linear
multiple regression was used to assess the predictive power of city brand
attributes.

Findings-
Urbanity&cultural activities and nature&environment affect the city
brand attitude as a living place for the samples of residents, students, and
tourists. Urbanity&cultural activities, infrastructure,
nature&environment, and economic conditions make significant contributions
to the attitudes as a studying place. City brand attitude as a visiting place
has been affected from urbanity&cultural activities,
nature&environment, and infrastructure. Economic conditions are the most
crucial element providing that the residents and tourists consider any city as
a liveable city, while job opportunities&business network is the most
important factor for students.

Conclusion-
Stakeholders' perceptions about a city vary according to their purpose of
existing in the city. This study makes theoretical contributions to the city
branding literature with covering views of residents, tourists and students for
a specific brand meaning as a living place, studying place, or visiting place. 

Keywords

city brand, city attributes, residents, students, tourists

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