Abstract
Majority of cities in the developing and transitional parts of the world, being a global city has turned into a primary goal. With this trend, managing a brand asset of a city has become an important task for countries, especially China. Therefore, the study explores the causality between the city brand equity factors, and clarifies the correlation between city brand identity and city brand loyalty. Survey with the size of 300 was gathered to be analyzed. Through a rigorous instrument development process, the following five construct were identified: brand awareness, brand image, perceived quality, brand identity, and brand loyalty. The instrument was proven to have a good fit, reliability, and validity. Three factors (brand awareness, brand image, perceived quality) were analyzed on how it affects brand identity and the effect of brand identity on brand loyalty. The purpose of this paper is to provide preliminary strategical data for city development and marketers in China.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business and Economics Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
