City Branding: Introducing A New Theoretical Framework

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Information about City Branding: Introducing A New Theoretical Framework
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Published on March 4, 2014

Author: TIIKMConferences

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PowerPoint Presentation: Hosted by: Conference partners: City Branding: Introducing a New Theoretical Framework with Social Responsibility of the City and Contribution of the City to the Metropolitan Area Dr. Sami Kajalo PowerPoint Presentation: City Branding: Introducing a New Theoretical Framework with Social Responsibility of the City and Contribution of the City to the Metropolitan Area Prof. Annukka Jyrämä Aalto University School of Business, Finland Estonian Music and Theatre Academy, Estonia Dr. Sami Kajalo Aalto University School of Business, Finland 2nd International Conference on Marketing (ICOM 2014) 25th-26th February 2014, Colombo , Sri Lanka Theoretical framework: Theoretical framework Among marketing researchers the importance of brands and especially brand loyalty for companies is well acknowledged ( Muzellec & Lambkin, 2009). Among non-profit organizations, city branding has become a rapidly growing research domain ( Lucarelli & Berg, 2011). Recently , the concept of Brand attitude to living in the city has been studied extensively ( Merrilees , Miller, & Herington, 2011, 2012, 2013). The present paper continues this research stream by providing a theoretical model where this concept is explained by four other concepts: Social responsibility of the city , Contribution of the city to the metropolitan area , City brand identification and City reputation . 3 Theoretical framework: Theoretical framework 4 Social Responsibility of the City City Brand Identification City Reputation Contribution of the City to Metropolitan Area Brand Attitude to Living in the City Data: Data We conducted a consumer panel survey (N=400) on consumers to test the hypothesis. The questionnaire was carefully developed, incorporating feedback from several academics and non-academics through a preliminary study (N=18). Furthermore , we used the double translation method where the questionnaire was first translated to Finnish, and then back from Finnish to English by a professional translator. We adopted existing well-established scales to measure our constructs for all constructs except Contribution of the city to metropolitan area, which was developed for the present study. In order to study our hypothesis we needed a case city in relation to which our respondents measure the attitudes. For this case city we chose Helsinki, which is the capital of Finland. 5 Demographic characteristics of the respondents (N=400) : Demographic characteristics of the respondents (N=400) 6 Methods: Methods The data was analyzed using the structural equation modeling (SEM) method. A two-step SEM approach in accordance with Anderson and Gerbing (1988) was applied. A confirmatory factor analysis (CFA) assessing the validity of the measurement model and the discriminant validity of the individual constructs was first conducted. After that a structural model was used to estimate the path coefficients and test for the relationships between constructs. 7 Results: Structural Equation Model: Results: Structural Equation Model 8 Note: Standardized solution. * p<.05; **p<.01. n.s .=not significant. Structural model goodness-of-fit indexes: (  2=215.17 and with degree of freedom ( d.f. )=48; comparative fit index (CFI)=.98; Normed fit index (NFI)=.98; Non-normed fit index (NNFI)=.98; root mean square of approximation (RMSEA)=.09; 90% confidence of RMSEA (.08; .11). Social Responsibility of the City .27** .40** .62** .56** City Brand Identification R 2 =.23 City Reputation R 2 = .77 Contribution of the City to Metropolitan Area Brand Attitude to Living in the City R 2 = .69 .68** .14* Structural Equation Model (SEM) with Standardized Estimates. *=p<.05, **p<.01 Results: Results Social responsibility of the city has a very strong impact on City brand identification . Likewise, Contribution of the city to the meropolitan area has a very strong impact on City reputation . City brand identification has a strong impact on Brand attitude to living in the city . City reputation has a very strong impact on Brand attitude to living in the city . 9 Conclusions: Conclusions The results demonstrate the importance of social responsibility of the city and contribution of the city to the metropolitan area. This study contributes to the literature by incorporating these two constructs into one general framework that stresses: their different impacts on city brand identification and city reputation; their specific role in brand building of cities. The main managerial implication is a new framework for brand building that reflects these unique characteristics in brand building of cities. 10 Thank you!: Thank you! 11

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