THE LINK BETWEEN ATTRIBUTES AND CITY BRAND MEANINGS: AN ANALYSIS FOR MULTIPLE STAKEHOLDERS

Abstract

Purpose- This paper investigates the perceptions of different target groups such as residents, tourists, and students about a city brand by using five city brand attributes such as urbanity&cultural activities, infrastructure, nature&environment, economic conditions, and job opportunities&business networks. Methodology- A quantitative survey was conducted in order to test hypotheses and linear multiple regression was used to assess the predictive power of city brand attributes. Findings- Urbanity&cultural activities and nature&environment affect the city brand attitude as a living place for the samples of residents, students, and tourists. Urbanity&cultural activities, infrastructure, nature&environment, and economic conditions make significant contributions to the attitudes as a studying place. City brand attitude as a visiting place has been affected from urbanity&cultural activities, nature&environment, and infrastructure. Economic conditions are the most crucial element providing that the residents and tourists consider any city as a liveable city, while job opportunities&business network is the most important factor for students. Conclusion- Stakeholders' perceptions about a city vary according to their purpose of existing in the city. This study makes theoretical contributions to the city branding literature with covering views of residents, tourists and students for a specific brand meaning as a living place, studying place, or visiting place.