The Effects of City Brand Image on City Brand Recognition and Loyalty

ISBN-13: 9786139850624 / Angielski / Miękka / 2018 / 52 str.

Do-Heon Kim

Opis

Competition among cities in world is rapidly shifting from competition of production factors such as labor costs and quality of raw materials to competition between consumption factors such as quality of life, settlement environment, culture, and place. The entry into the era of competition between consumption factors is not only attracting investment for strengthening city competitiveness, but also actively inducing urban image reconstruction and new image making. Therefore, various studies related to urban marketing are being carried out. The object of this study is to investigate the effect of city brand image on city brand recognition and city loyalty based on the questionnaire of external citizens about Changwon city.