Two tales of one city: Image versus identity

Kaveh Peighambari (), Setayesh Sattari, Tim Foster and Åsa Wallström
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Kaveh Peighambari: School of Business and Economics, Linnaeus University
Setayesh Sattari: School of Business and Economics, Linnaeus University
Tim Foster: School of Business and Economics, Linnaeus University
Åsa Wallström: School of Business and Economics, Linnaeus University

Place Branding and Public Diplomacy, 2016, vol. 12, issue 4, No 7, 314-328

Abstract: Abstract By applying the concepts of brand personality and attitudinal loyalty of a city as a brand, the objective of this study is to investigate the perceived place brand identity versus image and to empirically examine and compare their relationships with loyalty toward a city as a brand. This is to make a comparison between two groups of internal stakeholders; namely, residents of a city (image) and city officials (identity). The results indicate that there exists a great difference in the components of loyalty between city officials and the residents of the city. The results also reveal that how brand personality of the studied city is perceived varies between the two groups of internal stakeholders evaluated in this study. As the results of this study shift the focus from tourist (external) stakeholder to the internal ones representing two different internal perspectives of a city, they constitute a significant contribution to the process of city brand personality creation. This is of importance since the starting point in communicating the attractiveness of a city to the external stakeholders is how the city is perceived as a brand from its internal stakeholders’ perspectives.

Keywords: brand identity; brand image; brand loyalty; place branding; city branding; brand personality (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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DOI: 10.1057/pb.2015.25

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