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http://dx.doi.org/10.14400/JDC.2018.16.7.145

A Study on Perceived City Brand Image and Consumer Behavior  

Park, Gwijeong (Dept. Business Administration, Gyeongsang National University)
Park, Soyoung (Dept. Business Administration, Gyeongsang National University)
Publication Information
Journal of Digital Convergence / v.16, no.7, 2018 , pp. 145-151 More about this Journal
Abstract
This paper is a study on city brand development which is increasingly interested as a means to enhance the attractiveness of the city. the previous research, the design of city brand identity was an application from the internal stakeholder's point of view related to the metropolitan government. However, in the present study, we tried to take a external approach that perceptions and designs city brands from the related to the consumer. For the purpose of research, based on previous studies, we extracted three images of leading, stable and amusing city brand images and prepared three scenarios for the imaginary city as experimental stimuli. The results showed that the overall city brand attitude, residence intention, and tourism intention to the imaginary city were significantly different according to the leading, stability and amusement brand image. According to the results of this study, it is necessary to continuously effort the development of city brand image which is perceived by consumers in order to differentiate city.
Keywords
City Brand Identity; City Image; Attitude toward City; Residence Intention; Tourism Intention;
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Times Cited By KSCI : 3  (Citation Analysis)
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