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City Brand Personality – An International Concept With Regional Appliance In The Tourism Development Strategy

Author

Listed:
  • Oana Tugulea

    (Alexandru Ioan Cuza University of Iasi, Romania)

  • Claudia Bobalca

    (Alexandru Ioan Cuza University of Iasi, Romania)

  • Camelia Soponaru

    (Alexandru Ioan Cuza University of Iasi, Romania)

Abstract

The personality of a city is an important concept to be created and evaluated by local administrators as this should be part of the touristic strategic approach. The aim of this paper is to create a research instrument that allows researchers to define the brand personality of a Romanian city. In order to use one instrument in a specific geographical area, the instrument has to be created using a qualitative research. Three focus groups were conducted in order to identify items to create the research instrument which is presented at the end of the paper. This research is a preliminary step for a future quantitative research that is intended to measure the city brand personality of the city of Iasi. The created instrument can be applied to any Romanian city.

Suggested Citation

  • Oana Tugulea & Claudia Bobalca & Camelia Soponaru, 2013. "City Brand Personality – An International Concept With Regional Appliance In The Tourism Development Strategy," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 5(4), pages 626-644, December.
    • Handle: RePEc:jes:wpaper:y:2013:v:5:i:4:p:626-644
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    File URL: http://www.ceswp.uaic.ro/articles/CESWP2013_V4_TUG.pdf
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    References listed on IDEAS

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    1. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    2. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
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    Cited by:

    1. Claudia BOBALCA & Daniela-Cornelia APACHITEI & Adriana MANOLICA & Teodora ROMAN, 2014. "Brand Loyalty – A Determinant Of Brand Equity," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 14, pages 63-83, December.

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    More about this item

    Keywords

    Brand personality; City Brand personality; focus group; personality traits; research instrument Romania;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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