The Intrinsic Relationship Between Creative Culture Industry and City Brand Image Creation

In today's world, as cities compete in the marketplace, strategies for creating a city brand image are often shaped solely to meet the aspirations of profit, business development, and awareness. The preservation of culture, historical, and urban heritage remains important only in urban development strategies and not in actual development actions. The truth is, the image of a city is shaped by different historical, political, demographic, sociological, and economic factors which make up what we perceive as the brand image of a city. However, one of the most noticeable elements of the brand image of a city is the urban heritage based on national traditions. The aim of this article is to evaluate the effects of urban heritage initiatives in the creation of the brand image of the city of Vilnius. Research methods used in this article are qualitative content analysis and expert semi-structured interviews. Main conclusions stimulate debate, hesitation and criticism from communities and city researchers for using new heritage object and culture initiatives in order to create the brand image of Vilnius. The influence of urban heritage is inevitable when modelling the brand image of Vilnius, but there are no effective strategies to deal with the new urban heritage initiatives by creating the brand image of Vilnius yet.

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A Study on the Relationship between Festival and Special Event Attitude, City Brand Image and Behavioral Intentions from the Perspective of Visitor

2018 2nd International Conference on e-Education, e-Business and Information Management (EEIM 2018) ◽

10.23977/eeim.2018.022 ◽

2018 ◽

Keyword(s):

Behavioral Intentions ◽

Brand Image ◽

City Brand ◽

Special Event ◽

The Relationship

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FASILITAS, TARIF, PROMOSI DAN CITRA MEREK TERHADAP KEPUASAN PENGGUNA TRANSPORTASI ONLINE l(GO-JEK) DI KOTA SURAKARTA

JURNAL ILMIAH EDUNOMIKA ◽

10.29040/jie.v4i02.1241 ◽

2020 ◽

Vol 4 (02) ◽

Author(s):

Eva Tusti Anggraini ◽

Djumali Djumali ◽

Sri Hartono

Keyword(s):

Data Collection ◽

Infinite Number ◽

User Satisfaction ◽

Brand Image ◽

Sampling Technique ◽

Likert Scale ◽

City Brand ◽

The Relationship ◽

The City

The purpose of this study is to analyze whether or not the influence of Facilities, Rates, Promotions and Brand Image on Online Transportation (Go-Jek) User Satisfaction in Surakarta City. The population in this study are all online motorcycle transportation users in Surakarta, whose numbers are infinite or unknown. The sampling technique is an infinite number using the Lemeshow formula, with a total of 100 respondents. Data collection uses a Likert scale questionnaire to measure respondents' answers identifying the relationship between Facilities, Rates, Promotions and Brand Image to Online Transportation (Go-Jek) User Satisfaction in Surakarta City. The results show that Facilities, Rates, Promotions and Brand Image influence simultaneously and significantly on Online Transportation User Satisfaction (Go-Jek) in Surakarta City. Facilities a positive and significant leffect on Online Transportation User Satisfaction (Go-Jek) in the City of Surakarta. Rates have a positive and significant effect on Online Transportation User Satisfaction (Go-Jek) in Surakarta City. Promotion has a positive and significant effect on Online Transportation User Satisfaction (Go-Jek) in Surakarta City. Brand Image has positive and significant effect on Online Transportation User Satisfaction (Go-Jek) in Surakarta City. Keywords: Facilities, Rates, Promotion, Brand Image, User Satisfaction

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Building City Brand Through Social Media

Brand Culture and Identity ◽

10.4018/978-1-5225-7116-2.ch037 ◽

2019 ◽

pp. 674-694

Author(s):

Linda Lea Elisabet Muinonen ◽

Ashish Kumar

Keyword(s):

Social Media ◽

Online Social Networks ◽

Brand Image ◽

City Branding ◽

City Brand ◽

Brand Communities ◽

Online Social Media ◽

Challenges And Opportunities ◽

Social Media Platforms ◽

Search For Information

The recent transition from city marketing to city branding heralds a new era of representation and signification of cities as brands where conscious and planned practices are used to promote them as any other economic commodity. Given the tremendous impact of social media on brand image, city branding has to embrace this new channel to promote their cities as brands. On social media platforms users forming a brand community can significantly influence the brand image by co-creating the user-generated contents. Today, users search for information online and their behaviors and responses are influenced by online social networks and community practices. In addition, they perceive information from online social community highly credible and useful. As traditional firm generated information is losing its persuasive power to social media, it is never late for managers of city branding to embark on social media platforms to support online social media brand communities which in turn would influence city brand image positively by engaging users. Social media provides an excellent platform for users to form social media brand communities, where they can share inside knowledge and discuss about brands. The greater credibility of user generated contents on these platforms can significantly influence the user perception about the brands. The focus of this paper is to investigate challenges and opportunities of online social media brand communities in influencing brand image.

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