Exploring and Measuring City Brand Personality in Small Cities
- DOI
- 10.2991/icas-19.2019.61How to use a DOI?
- Keywords
- brand personality; city branding; small city; Indonesia
- Abstract
City branding strategy has received considerable interest since it play an important part in promoting city competitiveness and uniqueness. The purpose of this research is to analyse in more depth the dimensions of the City Brand Personality of three small cities in East Java Indonesia, as identified in previous research. Survey method was employed through questionnaires involving 360 residents in three cities to assess five dimensions of brand personality with a total of 42 personality traits from Aaker’s Brand Personality Dimensions and Traits represented the city. The result of the research using descriptive statistical analysis shows that the city branding communication used by the three different cities have similarities, in terms of involving the residents to participate in tourism activities, selecting tourism ambassadors, and actively conducting activities in the form of festivals and sports events to attract the tourists visitation to their area. In terms of brand personality dimensions, it was found that Batu city and Banyuwangi regency possessed characteristics of full excitement, while Surabaya city was considered full of competence. In addition, those cities were far from ruggedness. This examination of city brand personality as an application of city branding communication would extend the brand personality framework to city branding study.
- Copyright
- © 2019, 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 - Andriani Kusumawati PY - 2019/08 DA - 2019/08 TI - Exploring and Measuring City Brand Personality in Small Cities BT - Proceedings of the First International Conference on Administration Science (ICAS 2019) PB - Atlantis Press SP - 300 EP - 306 SN - 2352-5398 UR - https://doi.org/10.2991/icas-19.2019.61 DO - 10.2991/icas-19.2019.61 ID - Kusumawati2019/08 ER -