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.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.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.doi http://dx.doi.org/10.15581/003.31.4.91-108
• dc.identifier.issn 0214-0039
• dc.identifier.uri http://hdl.handle.net/10230/35827
• dc.language.iso eng
• dc.publisher Universidad de Navarra
• dc.relation.ispartof Communication & Society. 2018;31(4):91-108.
• dc.relation.projectID info:eu-repo/grantAgreement/ES/1PE/CSO2014-59896-P
• 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.accessRights info:eu-repo/semantics/openAccess
• dc.rights.uri http://creativecommons.org/licenses/by/3.0/
• 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.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.type.version info:eu-repo/semantics/publishedVersion