Brand Personality of a City: Identity vs. Image
2011 (English)In: The Sustainable Global Marketplace: Proceedings of the Annual Conference of the Academy of Marketing Science, Coral Gables, FL USA May 24-27, 2011 / [ed] Mary Conway, The Academy of Marketing Science, 2011, 440-442 p.Conference paper (Refereed)
This study investigates the perceived destination image and identity by applying the concept of brand personality and empirically examines their effects on loyalty towards a city as a brand. This affords a deeper understanding of how branding works in this context and provides a framework by which local governments can manage such loyalty.
Place, publisher, year, edition, pages
The Academy of Marketing Science, 2011. 440-442 p.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-35048Local ID: 96d7690f-a632-472b-a142-9a2020f353e6ISBN: 0-939783-36-3 (PDF)OAI: oai:DiVA.org:ltu-35048DiVA: diva2:1008300
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Godkänd; 2011; 20110614 (ysko)2016-09-302016-09-302016-10-19Bibliographically approved