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City brands projected personality: a new measure to assess the consistency of projected personality across messages

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dc.contributor.author Vinyals-Mirabent, Sara
dc.contributor.author Mohammadi, Leila
dc.date.accessioned 2018-11-22T14:48:30Z
dc.date.available 2018-11-22T14:48:30Z
dc.date.issued 2018
dc.identifier.citation Vinyals-Mirabent S, Mohammadi L. City brands projected personality: a new measure to assess the consistency of projected personality across messages. Communication & Society. 2018;31(4):91-108. DOI: 10.15581/003.31.4.91-108
dc.identifier.issn 0214-0039
dc.identifier.uri http://hdl.handle.net/10230/35827
dc.description.abstract Building a strong and consistent brand personality is crucial to position cities in the global context and a key element to influence potential visitors’ behavior. City brands’ communication endeavors to project consistent messages to position a unique personality in consumer’s mind. However, the variety of target groups that cities aim to attract and the number of stakeholders contributing with their messages to create the city brand makes it more difficult to uphold a single consistent proposition. Thus, brand managers require resources to coordinate and assess the consistency of the city’s personality projected through various sources of information. This study proposes a more accurate measure to assess the city brand projected personality [CBPP] on the websites. It extends the methodological approach proposed by Pitt et al. (2007) by considering two additional variables: the prevalence of the personality traits within the discourse and their link to the brand name. Furthermore, the study tests the CBPP measure to identify the consistency of Barcelona’s projected personality through two different stakeholders’ websites. The empirical study shows the capability of the measures introduced to assess more accurately the personality projected through several sources. The CBPP approach offers managerial implications by which marketers can assess more accurately the projected personality and more easily assess the consistency between different official messages.
dc.description.sponsorship This research work has been partially funded by the project “The tourist on the Web: informational habits and destination choice. ITOURIST” (CSO2014-59896-P), of the Ministry of Economy and Competitiveness.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher Universidad de Navarra
dc.relation.ispartof Communication & Society. 2018;31(4):91-108.
dc.rights © Vinyals-Mirabent S, Mohammadi L. City brands projected personality: a new measure to assess the consistency of projected personality across messages. Communication & Society. 2018;31(4):91-108. DOI: 10.15581/003.31.4.91-108 This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium. http://creativecommons.org/licenses/by/3.0/
dc.rights.uri http://creativecommons.org/licenses/by/3.0/
dc.title City brands projected personality: a new measure to assess the consistency of projected personality across messages
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.15581/003.31.4.91-108
dc.subject.keyword Place branding
dc.subject.keyword City brand
dc.subject.keyword Brand image
dc.subject.keyword Brand consistency
dc.subject.keyword Projected personality
dc.subject.keyword Communication
dc.subject.keyword Website
dc.relation.projectID info:eu-repo/grantAgreement/ES/1PE/CSO2014-598
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/publishedVersion


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