Shaping City Brand Ambassadoship Behavior Through City Green Resource Brand
The Imperative Role of Residents in City Branding
- DOI
- 10.2991/aebmr.k.210928.011How to use a DOI?
- Keywords
- city image, resident satisfaction, city brand attitude, apathy, self-congruity theory
- Abstract
Applying self-congruity theory, this research investigates how city green resource brands influence residents’ city ambassadorship behavior under the contingent condition of apathy. By employing cluster random sampling, research data were obtained from a sample of 266 residents of Surabaya, Indonesia. The findings disclose that city green resource brand building city image and ultimately, this image is found to escalate resident satisfaction and city brand attitude. Meanwhile, resident satisfaction reinforces the resident’s attitude regarding their city; these two viewpoints are found to serve located precursors in intensify city brand ambassadorship behavior. It is also revealed that city image affects city brand ambassadorship action through the mediating variables of residential satisfaction and city brand attitude. The most exciting result was that apathy has been found invigorated city green resource brands’ effect on city image. Gender, age, and stay duration act as control variables for the city ambassadorship behavior. Aside from the concept into the pathway of residents’ city brand attitudes and behavior are shaped, this study offers a framework for public policymakers and city marketers intervention to meliorate the city green resources.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Anni Rahimah PY - 2021 DA - 2021/09/30 TI - Shaping City Brand Ambassadoship Behavior Through City Green Resource Brand BT - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020) PB - Atlantis Press SP - 48 EP - 55 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210928.011 DO - 10.2991/aebmr.k.210928.011 ID - Rahimah2021 ER -