City Branding: Investigating a Brand Advocacy Model for Distinct Segments

Abstract

The competitiveness of cities as tourist destinations heavily relies upon building unique brand image and identity, providing memorable brand experiences, and developing positive word-of-mouth (WOM) brand advocacy. This study integrates key brand associations (cognitive, affective, and personality) in a city brand advocacy model and examines their differential effect on WOM advocacy behavior for distinct visitor groups based on purpose of travel. The segment-based analyses among first time visitors provided richer understanding of the role of each construct in the model as well as segment-specific practical implications for destination brand management and marketing. For those traveling for relaxation, cognitive image was the only significant variable influencing the intent to recommend whereas for those traveling for fun/excitement, destination personality was the only significant predictor. For those traveling to experience new things on the other hand, both affective image and destination personality significantly influenced the visitors’ intent to recommend Istanbul. Implications for the industry and academia are discussed.