Brand Personality of a City : Identity vs. Image

• This study investigates the perceived destination image and identity by applying the concept of brand personality and empirically examines their effects on loyalty towards a city as a brand. This affords a deeper understanding of how branding works in this context and provides a framework by which local governments can manage such loyalty.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

Industriell marknadsföring

Industrial Marketing

Publication and Content Type

ref (subject category)

kon (subject category)