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| Tekijä: | Kaplan, M. D. (et al.) |
| Otsikko: | Branding places: applying brand personality concept to cities |
| Lehti: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1286-1304 |
| Asiasana: | brands cities marketing product differentiation Turkey |
| Kieli: | eng |
| Tiivistelmä: | The concept of brand personality has gained interest in recent years and it has been studied a lot in the context of product brands. This article, however, studies the possibilities of applying the brand personality idea in the marketing of places, more specifically; in branding cities. The research data is collected from 898 college students in three Turkish cities (Istanbul, Ankara and Izmir). Through a factor analysis, it is revealed that it is indeed possible to differentiate places utilizing their brand personalities in marketing. The study presents 6 brand personality dimensions for cities, two of which (malignancy and conservatism) are totally new to prior research. |
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