Brand personality of a city: identity vs. image
2015 (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, Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015, 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
Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015. 440-442 p.
, Developments in Marketing Science, ISSN 0149-7421
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-29822DOI: 10.1007/978-3-319-10873-5_257Local ID: 36dc193a-a0aa-423f-ba62-6360366d5ef8ISBN: 978-3-319-10872-8ISBN: 978-3-319-10873-5 (PDF)OAI: oai:DiVA.org:ltu-29822DiVA: diva2:1003048
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Godkänd; 2015; 20150116 (andbra)2016-09-302016-09-302016-10-19Bibliographically approved