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

Abstract

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.

Brand Personality Traits of World Heritage Sites: Text Mining Approach

“…Using Aaker's concept, Ekinci and Hosany [9] developed the first destination personality measure; the second was constructed by Kumar and Nayak [22], who defined destination personality as a multidimensional construct of BP applied to tourism. Academics subsequently agreed that attributing destination personality enhances a number of visitor behaviour variables, which strengthen visitor preference for a destination [10,22,67].…”

Brand personality in cultural tourism through social media

“…Studies that carry out web content or social media analyzes to identify brand personality projected through online media (Okazaki, 2006;Opoku and Hinson, 2006; Pitt et al, 2007;Opoku et al,2008;Haarhoff and Kleyn, 2012;De Moya and Jain, 2013;Chung, 2015;Huertas and Marine-Roig, 2016;Rojas-Mendez and Hine, 2017;Shin et al, 2017;Rutter et al, 2018;Vinyals-Mirabent and Mohammadi, 2018;Vinyals-Mirabent et al, 2019).…”

E-store brand personality congruence for multichannel apparel retail brands

“…Further, previous studies identifying strong linkages between brand image congruence and consumer behaviors have been conducted mainly in a single business channel, such as the contexts of brand extension (e.g. Chowdhury, 2007; Yuan et al , 2016), product branding (Yuan et al , 2016) and service marketing (Bairrada et al , 2019; Islam et al , 2019; Vinyals-Mirabent and Mohammadi, 2018). This study addresses this literature gap by providing empirical evidence to suggest the critical significance of personality-based cross-channel symbolic image integration of multichannel apparel retailers.…”