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http://dx.doi.org/10.14400/JDC.2019.17.3.129

A Study on the Effects of City Brand-Self Congruity on Attitudes toward City and Moderating Effect of City Brand Personality  

Park, Soyoung (Business and Economics Research Institute, Gyeongsang National University)
Publication Information
Journal of Digital Convergence / v.17, no.3, 2019 , pp. 129-137 More about this Journal
Abstract
The purpose of this study is to investigate the effects of the actual self congruity and the ideal self congruity on positive attitudes toward city through fictitious city brand experiments. Additionally, the moderating role of city brand personality in relationship between brand-self congruity and positive attitudes are examined. This research conducted a survey after developing scenarios of two city brand personality. Frequency analysis to identify the characteristics of respondents, t-test to check the experimental manipulation, multiple regression analysis and chow test for hypothesis testing were performed through the SPSS Statistics 21 program. The self congruity of city brand had significant effects on attitudes toward city, but the moderating role of city brand personality was not significant. Theoretical and managerial implications of the findings were discussed and self congruity is an important variable in brand-consumer relationship in city brand. Finally, limitations of this study and future research directions were discussed.
Keywords
Self Congruity; City Brand Personality; Attitude toward City; Residence Intention; Tourism Intention; Chow test;
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Times Cited By KSCI : 2  (Citation Analysis)
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