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Exploring Brand Experience Dimensions for Cities and Investigating Their Effects on Loyalty to a City

Author

Listed:
  • Kazançoğlu, İpek

    (Ege University)

  • Dirsehan, Taşkın

    (Marmara University)

Abstract

The competitive environment in terms of tourists and investment attraction requires the strategic management of cities. The marketing literature in this topic relates to different dimensions, most importantly, the image, identity, and branding of a city, satisfaction, and the degree of loyalty that the city inspires. This study, as the major contribution to literature, aims to introduce a new competitive tool, ‘brand experience’ dimension to the city marketing literature based on Schmitt’s (1999) and Brakus et al.’s (2009) experience dimensions, and to reveal its use in measuring loyalty to a city. For this purpose, two consecutive studies have been conducted. The first study aims to explore the dimensions of brand experience in cities, and the second investigates the effects of these dimensions on “loyalty to a city”. The findings of the study reveal that city experiences consist of five dimensions: Social Activities & Leisure Time Experience, Affective Experience, and Taste Experiences, Disturbing Sensory Experience and Nature-Related Experience. Three of these dimensions (Affective experience, taste experience (food identified with city), nature-related experience) are found to positively affect loyalty to a city.

Suggested Citation

  • 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.
    • Handle: RePEc:ris:buecrj:0140
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    Citations

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    Cited by:

    1. Carlos O. Irigoyen, 2017. "La cita con el destino para el futuro de la marca Ciudad Juárez," Nóesis. Revista de Ciencias Sociales y Humanidades, Nóesis. Revista de Ciencias Sociales y Humanidades, vol. 26, pages 152-178, 52.
    2. Dhananjay Bapat, 2018. "Exploring advertising as an antecedent to brand experience dimensions: an experimental study," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 210-217, December.
    3. 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.

    More about this item

    Keywords

    Brand experience; city marketing; city branding; city experience; loyalty to a city;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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