IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i3p982-d314306.html
   My bibliography  Save this article

The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors

Author

Listed:
  • Eunah Yu

    (Department of Advertising and Public Relations, Chung-Ang University, Seoul 06974, Korea)

  • Junghyun Kim

    (Department of Advertising and Public Relations, Chung-Ang University, Seoul 06974, Korea)

Abstract

The city brand experience of residents has emerged as an important topic due to the concentration of the city population and changes in the marketing environment. This study examined the relationship between self-city brand connection, city brand experience, city brand satisfaction, and city brand ambassadorship behavior intention (CBABI) in city residents. An empirical analysis was conducted using data collected through a questionnaire with 328 residents of Seoul and Busan in Korea. The results reveal that self-city brand connection is positively related to city brand experience and city brand satisfaction but is not directly related to CBABI. Next, city brand experience was found to have a significant positive relationship with city brand satisfaction and CBABI, and city brand satisfaction is positively related to CBABI. We also found differences in the effects of city brand satisfaction on CBABI between Seoul and Busan. Although city brand satisfaction had a significant effect on CBABI in both cities, the effect was greater in Busan. This study confirms the effect of citizens’ city brand experiences and identifies the path by which city residents become city brand ambassadors.

Suggested Citation

  • Eunah Yu & Junghyun Kim, 2020. "The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors," Sustainability, MDPI, vol. 12(3), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:3:p:982-:d:314306
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/3/982/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/3/982/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    2. Ahmadreza Shirvani Dastgerdi & Giuseppe De Luca, 2019. "Joining Historic Cities to the Global World: Feasibility or Fantasy?," Sustainability, MDPI, vol. 11(9), pages 1-14, May.
    3. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    4. Laure Ambroise & Noel Albert & Pierre Valette-Florence & Gaelle Pantin-Sohier, 2014. "From endorsement to celebrity co-branding: personality transfer," Post-Print hal-02128446, HAL.
    5. Oana Țugulea, 2017. "City Brand Personality—Relations with Dimensions and Dimensions Inter-Relations," Sustainability, MDPI, vol. 9(12), pages 1-22, December.
    6. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    7. L. Ambroise & Gaëlle Pantin-Sohier & Pierre Valette-Florence & N. Albert, 2014. "From endorsement to celebrity co-branding: Personality transfer," Post-Print halshs-01064057, HAL.
    8. Amelia Green & Debra Grace & Helen Perkins, 2016. "City branding research and practice: An integrative review," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 252-272, May.
    9. Laure Ambroise & Gaëlle Pantin-Sohier & Pierre Valette-Florence & Noel Albert, 2014. "From endorsement to celebrity co-branding: personality transfer," Post-Print hal-01963442, HAL.
    10. Kazançoğlu, İpek & Dirsehan, Taşkın, 2014. "Exploring Brand Experience Dimensions for Cities and Investigating Their Effects on Loyalty to a City," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 5(1), pages 17-37, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Davood Ghorbanzadeh & K. D. V. Prasad & Natalia Alekseevna Prodanova & Iskandar Muda & Joko Suryono & Nafisa Yuldasheva, 2024. "Exploration of the concept of brand love in city branding: antecedents and consequences," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 142-156, June.
    2. María Salomé Ochoa Rico & Arnaldo Vergara-Romero & José Fernando Romero Subia & Juan Antonio Jimber del Río, 2022. "Study of citizen satisfaction and loyalty in the urban area of Guayaquil: Perspective of the quality of public services applying structural equations," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-27, February.
    3. Ulun Akturan & Deniz Kuter, 2024. "City brand coolness in the eye of the beholder: an extended conceptualization of city brand coolness and its dimensions," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 293-305, September.
    4. Maia Maziashvili & Izabela Kowalik, 2022. "City citizenship behavior and participation in promotion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 113-127, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhang, Yicong & Guo, Xiaoling, 2023. "“New and old†: Consumer evaluations of co-branding between new brands and Chinese time-honored brands," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Jasmina Ilicic & Stacey M Baxter & Alicia Kulczynski, 2016. "The impact of age on consumer attachment to celebrities and endorsed brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 273-288, May.
    3. Imene Becheur & Oula Bayarassou & Hela Ghrib, 2017. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 128-144, June.
    4. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    5. Magnoni, Fanny & Valette-Florence, Pierre & De Barnier, Virginie, 2021. "Modeling the effects of place heritage and place experience on residents’ behavioral intentions toward a city: A mediation analysis," Journal of Business Research, Elsevier, vol. 134(C), pages 428-442.
    6. Alicia Kulczynski & Stacey Brennan & Jasmina Ilicic, 2021. "A spokesperson with any name won’t be as charming: the phonetic effect of spokesperson name and gender on personality evaluations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 221-239, March.
    7. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    8. Sadeque, Saalem & Roy, Sanjit Kumar & Swapan, Mohammad Shahidul Hasan & Chen, Cheng-Hao & Ashikuzzaman, Md, 2020. "An integrated model of city and neighborhood identities: A tale of two cities," Journal of Business Research, Elsevier, vol. 117(C), pages 780-790.
    9. Davood Ghorbanzadeh & K. D. V. Prasad & Natalia Alekseevna Prodanova & Iskandar Muda & Joko Suryono & Nafisa Yuldasheva, 2024. "Exploration of the concept of brand love in city branding: antecedents and consequences," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 142-156, June.
    10. Tijo Thomas & Johney Johnson, 2019. "The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model," Vision, , vol. 23(3), pages 275-286, September.
    11. Weeks, Jessica Babin & Smith, Keith Marion & Hulland, John, 2021. "Consumer brand curation on social shopping sites," Journal of Business Research, Elsevier, vol. 133(C), pages 399-408.
    12. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    13. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    14. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    15. Agapito, Dora, 2020. "The senses in tourism design: A bibliometric review," Annals of Tourism Research, Elsevier, vol. 83(C).
    16. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    17. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    18. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    19. Mainolfi, Giada & Marino, Vittoria, 2020. "Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience," Journal of Business Research, Elsevier, vol. 116(C), pages 699-710.
    20. Shobeiri, Saeed & Laroche, Michel & Mazaheri, Ebrahim, 2013. "Shaping e-retailer’s website personality: The importance of experiential marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 102-110.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:3:p:982-:d:314306. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.