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

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 va...

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Detalles Bibliográficos
Autores: Vinyals Mirabent, Sara, Mohammadi, Leila
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2018
País:España
Institución:Universitat Pompeu Fabra
Repositorio:Repositorio Digital de la UPF
OAI Identifier:oai:repositori.upf.edu:10230/35827
Acceso en línea:http://hdl.handle.net/10230/35827
http://dx.doi.org/10.15581/003.31.4.91-108
Access Level:acceso abierto
Palabra clave:Place branding
City brand
Brand image
Brand consistency
Projected personality
Communication
Website
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spelling City brands projected personality: a new measure to assess the consistency of projected personality across messagesVinyals Mirabent, SaraMohammadi, LeilaPlace brandingCity brandBrand imageBrand consistencyProjected personalityCommunicationWebsiteBuilding 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.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.Universidad de Navarra201820182018info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/35827http://dx.doi.org/10.15581/003.31.4.91-108reponame:Repositorio Digital de la UPFinstname:Universitat Pompeu FabraInglésCommunication & Society. 2018;31(4):91-108.info:eu-repo/grantAgreement/ES/1PE/CSO2014-59896-P© 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/http://creativecommons.org/licenses/by/3.0/info:eu-repo/semantics/openAccessoai:repositori.upf.edu:10230/358272026-06-12T07:21:37Z
dc.title.none.fl_str_mv City brands projected personality: a new measure to assess the consistency of projected personality across messages
title City brands projected personality: a new measure to assess the consistency of projected personality across messages
spellingShingle City brands projected personality: a new measure to assess the consistency of projected personality across messages
Vinyals Mirabent, Sara
Place branding
City brand
Brand image
Brand consistency
Projected personality
Communication
Website
title_short City brands projected personality: a new measure to assess the consistency of projected personality across messages
title_full City brands projected personality: a new measure to assess the consistency of projected personality across messages
title_fullStr City brands projected personality: a new measure to assess the consistency of projected personality across messages
title_full_unstemmed City brands projected personality: a new measure to assess the consistency of projected personality across messages
title_sort City brands projected personality: a new measure to assess the consistency of projected personality across messages
dc.creator.none.fl_str_mv Vinyals Mirabent, Sara
Mohammadi, Leila
author Vinyals Mirabent, Sara
author_facet Vinyals Mirabent, Sara
Mohammadi, Leila
author_role author
author2 Mohammadi, Leila
author2_role author
dc.subject.none.fl_str_mv Place branding
City brand
Brand image
Brand consistency
Projected personality
Communication
Website
topic Place branding
City brand
Brand image
Brand consistency
Projected personality
Communication
Website
description 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.
publishDate 2018
dc.date.none.fl_str_mv 2018
2018
2018
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/35827
http://dx.doi.org/10.15581/003.31.4.91-108
url http://hdl.handle.net/10230/35827
http://dx.doi.org/10.15581/003.31.4.91-108
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Communication & Society. 2018;31(4):91-108.
info:eu-repo/grantAgreement/ES/1PE/CSO2014-59896-P
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/3.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/3.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidad de Navarra
publisher.none.fl_str_mv Universidad de Navarra
dc.source.none.fl_str_mv reponame:Repositorio Digital de la UPF
instname:Universitat Pompeu Fabra
instname_str Universitat Pompeu Fabra
reponame_str Repositorio Digital de la UPF
collection Repositorio Digital de la UPF
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