관광경영학회

출판자료

정기 학술지

관광경영연구, Vol.21. (2017)
pp.27~45

도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

박소영

(경상대학교 경영학과 강사)

This study attempted to provide insight into city brand management by evaluating the role of city brand personality and brand-self congruence. This research was designed to investigate the effects of perceived city brand personality and self congruence on attitude toward city and especially the moderating role of city brand-self congruence on the relationship between city brand personality and attitude toward city. This study examined hypotheses through fictitious city brand experiment. This paper made two scenarios of virtual city with one city brand personality dimension named leading and stability characteristics. The results showed that city brand personality influenced attitude toward city positively. Consumers evaluated a city more favorably when perceived city brand personality was high than when it was low. Self congruence also affected attitude toward city significantly. Consumer had more positive attitude toward city when a degree of self congruence was high than when it was low. However self congruence didn't play significant moderating role in the relationship between city brand personality and attitude toward city. Theoretical and managerial implications of the findings were discussed.

  City Brand, Brand Personality, Self Congruence, Attitude toward City

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