City Brand Personality—Relations with Dimensions and Dimensions Inter-Relations

Oana Țugulea

doi:10.3390/su9122243

Abstract

City brand strategies play an important part in building strong identities for cities and also for effective promotional campaigns. The purpose of this research is to analyze in more depth the dimensions of the City Brand Personality of Iași, as identified in previous research. The objectives of the present study are to: (1) understand the impact of each dimension upon the entire construct; (2) identify the possible connections between the perception of the city brand personality and the perceptions on particular city features; (3) identify the possible inter-connections between the resulting dimensions. An Independent Samples t test, Discriminant analysis, and Correlations and Regressions analysis were conducted. The dimension Peacefulness/Sincerity has the highest positive impact, while the dimension Malignacy has the lowest negative impact. Respondents who consider the city to be relatively young rate the personality features better for the dimensions of Peacefulness/Sincerity and Competence. Competence and Peacefulness/Sincerity are strongly related. Improving the perception of features composing the Competence dimension leads to an improvement of the entire City Brand Personality. Future research could specifically identify the types of sustainable activities that could be associated with the desired personality traits.

Highlights

The present research is a continuation of previous research [1] that revealed the determinants of the City Brand Personality of the city of Ias, i, Romania, a very well-known University City in the country
The research method presented in this paper is a combination of a documentary study on City Image, Destination Image, Destination Personality, and City Brand Personality [2,3,4,5,6,7,8,9,10,11,12,13,14,15,16], and a quantitative research based on three dimensions of City Brand Personality of the city of Ias, i, as revealed by T, ugulea and Stoian [1]
This research presents the results of the study analyzing the dimensions of the City Brand Personality of a particular city in Romania, from a different perspective, comparing it to the approach already pursued by previous studies [2,3,4,5,6,7,8,9,10,11,12,13,14,15,16]

Summary

Introduction

The present research is a continuation of previous research [1] that revealed the determinants of the City Brand Personality of the city of Ias, i, Romania, a very well-known University City in the country. The research method presented in this paper is a combination of a documentary study on City Image, Destination Image, Destination Personality, and City Brand Personality [2,3,4,5,6,7,8,9,10,11,12,13,14,15,16], and a quantitative research based on three dimensions of City Brand Personality of the city of Ias, i, as revealed by T, ugulea and Stoian [1]. Sustainability is a heavily studied concept, in all areas of research in economics. Researchers [18] underline the necessity to deepen the studies on sustainability in the context of improved political and corporate agendas, especially on manners to implement the concept [19]

Objectives

Methods

Discussion

Conclusion