City brand projected personality: a new measure to assess the consistency of projected personality across messages

Building a strong and consistent brand personality is crucial to position cities in the global context and a key element to influence potential visitors’ behavior. City brands’ communication endeavors to project consistent messages to position a unique personality in consumer’s mind. However, the va...

ver descrição completa

Detalhes bibliográficos
Autores: Vinyals-Mirabent, S. (Sara)|||/items/46c14693-5ae4-4e4d-86ee-1b4eb4cc4a2e, Mohammadi, L. (Leila)|||/items/d25df6b8-9de4-4ed1-ad7a-b630559b8697
Tipo de documento: artigo
Data de publicação:2018
País:España
Recursos:Universidad de Navarra
Repositório:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglês
OAI Identifier:oai:dadun.unav.edu:10171/55739
Acesso em linha:https://hdl.handle.net/10171/55739
Access Level:Acceso aberto
Palavra-chave:Place branding
City brand
Brand consistency
Projected personality
Communication
Website
Brand Image
id ES_e4bb79bccced3877c181a5e8b051462a
oai_identifier_str oai:dadun.unav.edu:10171/55739
network_acronym_str ES
network_name_str España
repository_id_str
spelling City brand projected personality: a new measure to assess the consistency of projected personality across messagesVinyals-Mirabent, S. (Sara)|||/items/46c14693-5ae4-4e4d-86ee-1b4eb4cc4a2eMohammadi, L. (Leila)|||/items/d25df6b8-9de4-4ed1-ad7a-b630559b8697Place brandingCity brandBrand consistencyProjected personalityCommunicationWebsiteBrand ImageBuilding a strong and consistent brand personality is crucial to position cities in the global context and a key element to influence potential visitors’ behavior. City brands’ communication endeavors to project consistent messages to position a unique personality in consumer’s mind. However, the variety of target groups that cities aim to attract and the number of stakeholders contributing with their messages to create the city brand makes it more difficult to uphold a single consistent proposition. Thus, brand managers require resources to coordinate and assess the consistency of the city’s personality projected through various sources of information. This study proposes a more accurate measure to assess the city brand projected personality [CBPP] on the websites. It extends the methodological approach proposed by Pitt et al. (2007) by considering two additional variables: the prevalence of the personality traits within the discourse and their link to the brand name. Furthermore, the study tests the CBPP measure to identify the consistency of Barcelona’s projected personality through two different stakeholders’ websites. The empirical study shows the capability of the measures introduced to assess more accurately the personality projected through several sources. The CBPP approach offers managerial implications by which marketers can assess more accurately the projected personality and more easily assess the consistency between different official messages.Servicio de Publicaciones de la Universidad de NavarraDadun. Depósito Académico Digital Universidad de Navarra20182018-11-1020182018-01-0120182018-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10171/55739reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/557392026-06-21T12:47:57Z
dc.title.none.fl_str_mv City brand projected personality: a new measure to assess the consistency of projected personality across messages
title City brand projected personality: a new measure to assess the consistency of projected personality across messages
spellingShingle City brand projected personality: a new measure to assess the consistency of projected personality across messages
Vinyals-Mirabent, S. (Sara)|||/items/46c14693-5ae4-4e4d-86ee-1b4eb4cc4a2e
Place branding
City brand
Brand consistency
Projected personality
Communication
Website
Brand Image
title_short City brand projected personality: a new measure to assess the consistency of projected personality across messages
title_full City brand projected personality: a new measure to assess the consistency of projected personality across messages
title_fullStr City brand projected personality: a new measure to assess the consistency of projected personality across messages
title_full_unstemmed City brand projected personality: a new measure to assess the consistency of projected personality across messages
title_sort City brand projected personality: a new measure to assess the consistency of projected personality across messages
dc.creator.none.fl_str_mv Vinyals-Mirabent, S. (Sara)|||/items/46c14693-5ae4-4e4d-86ee-1b4eb4cc4a2e
Mohammadi, L. (Leila)|||/items/d25df6b8-9de4-4ed1-ad7a-b630559b8697
author Vinyals-Mirabent, S. (Sara)|||/items/46c14693-5ae4-4e4d-86ee-1b4eb4cc4a2e
author_facet Vinyals-Mirabent, S. (Sara)|||/items/46c14693-5ae4-4e4d-86ee-1b4eb4cc4a2e
Mohammadi, L. (Leila)|||/items/d25df6b8-9de4-4ed1-ad7a-b630559b8697
author_role author
author2 Mohammadi, L. (Leila)|||/items/d25df6b8-9de4-4ed1-ad7a-b630559b8697
author2_role author
dc.contributor.none.fl_str_mv Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Place branding
City brand
Brand consistency
Projected personality
Communication
Website
Brand Image
topic Place branding
City brand
Brand consistency
Projected personality
Communication
Website
Brand Image
description Building a strong and consistent brand personality is crucial to position cities in the global context and a key element to influence potential visitors’ behavior. City brands’ communication endeavors to project consistent messages to position a unique personality in consumer’s mind. However, the variety of target groups that cities aim to attract and the number of stakeholders contributing with their messages to create the city brand makes it more difficult to uphold a single consistent proposition. Thus, brand managers require resources to coordinate and assess the consistency of the city’s personality projected through various sources of information. This study proposes a more accurate measure to assess the city brand projected personality [CBPP] on the websites. It extends the methodological approach proposed by Pitt et al. (2007) by considering two additional variables: the prevalence of the personality traits within the discourse and their link to the brand name. Furthermore, the study tests the CBPP measure to identify the consistency of Barcelona’s projected personality through two different stakeholders’ websites. The empirical study shows the capability of the measures introduced to assess more accurately the personality projected through several sources. The CBPP approach offers managerial implications by which marketers can assess more accurately the projected personality and more easily assess the consistency between different official messages.
publishDate 2018
dc.date.none.fl_str_mv 2018
2018-11-10
2018
2018-01-01
2018
2018-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/55739
url https://hdl.handle.net/10171/55739
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Servicio de Publicaciones de la Universidad de Navarra
publisher.none.fl_str_mv Servicio de Publicaciones de la Universidad de Navarra
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869422617720520704
score 15,301629

Registros relacionados