CITY BRAND PERSONALITY OF KUALA TERENGGANU FOR IMAGE AND REPUTATION ENHANCEMENT
Abstract
The purpose of the study is to develop a measure on the city branding of Kuala Terengganu as Coastal Heritage City using an Aaker’s brand personality scale. Specifically, the study proposes the antecedents of a city brand personality in promoting Kuala Terengganu City through it’s a strategic communication campaign. In order to administer this study, the qualitative and quantitative research methods were employed. In the first phase, semi-structured interviews and pre-test study were conducted to identify and verify the antecedents of city branding. In the second phase, survey questionnaires were applied using the Aaker’s brand personality scale. Finally, in the third phase, structured interviews were conducted to complement the results of the main studies. Five dimensions proposes with a total of nineteen (19) items from the City Personality Scale (CPS) that can be applied to the communication perspective in Malaysia. The five dimensions were refined using a confirmatory factor analysis and structural equation model. The factors were named as factor 1 (Peacefulness), factor 2 (Competence), factor 3 (Sophistication), factor 4 (Uniqueness) and factor 5 (Traditionalism). It seems the scale of 24 items brand personality to work better in the city branding among internal stakeholders (opinion leaders, communication managers, executives and non-executive officers). The results show that the revised brand personality is dire needed tailoring with Asian values. In fact, we found a cultural component is a strong predictor of City Brand Personality. The substantial contribution of this study is the City Brand Personality has successfully been developed in a Malaysian east coast context. Thus, this study may enrich current literatures on branding generally and city branding specifically in an Asian context.
References
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d’Astous, A., Boujbel, L., (2007). Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60 (3), 231-239.
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Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46 (2): 60-72.
Hair, J. F. Jr,, Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis. (7th edn.). New Jersey: Pearson Prentice Hall.
Hankinson G. (2001). Location branding: A study of the branding practices of 12 English cities. Journal of Brand Management, Vol. 9, No. 2, 127-142.
Hankinson G. (2004). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, Vol. 10, No. 2. 109-121.
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Kavaratzis M and Ashworth GJ. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Journal of Economic and Social Geography, forthcoming.
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Lambin, J.J. (1993), Strategic Marketing: A European Perspective. McGraw-Hill, London. Markides, C. C., & Williamson, P. J. (1996). Corporate diversification and organizational structure: A resource-based view. Academy of Management journal, 39(2), 340-367.
Melike Demirbag Kaplan, Oznur Yurt, Burcu Guneri, and Kemal Kurtulus. (2010). Branding places: Applying brand personality concept to cities. European Journal of Marketing. Vol. 44 No. 9/10, 2010, 1286-1304.
Murphy, P., Benckendorff, P., Moscardo, G., (2007). Linking travel motivation, tourist self image and destination brand personality. Journal of Travel and Tourism Marketing, 22 (2), 45-59.
Pike, S., (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30 (6), 857-866.
Plummer, J. T. (1985). How Personality Makes a Difference. Journal of Advertising Research, 24 (6): 27-31.
Reisinger, Y. and Mavondo, F. (2006). Structural equation modelling: Critical issues and new developments. Journal of Travel and Tourism Marketing, Vol. 21, 41-71.
Skinner, H. (2008). The emergence and development of place marketing’s confused identity. Journal of marketing management, 24 (9-10), 915-928.
Sung, Y., and S. Tinkham. (2005). Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology 15, (4): 334-350.
Tabachnick, G. G., and Fidell, L. S. (2007). Experimental Designs Using ANOVA. Belmont, CA: Duxbury.
Tinsley, H. E. A., and Kass, R. A. (1979). The latent structure of the need-satisfying properties of leisure activities. Journal of Leisure Research, 11, 278-291.
Trueman M, Klemm M and Giroud A. (2004). Can a city communicate? Bradford as a corporate brand. Corporate Communications: an International Journal, Vol. 9, 4: 317-330.
You Kyung Kim; Sung Wook Shim; Dinnie, Keith. (2013). The Dimensions of Nation Brand Personality: A Study of Nine Countries, Corporate Reputation Review; Spring 2013, Vol. 16 Issue 1, p34.
Young-A Song and Yongjun Sung. (2013). Antecedents of Nation Brand Personality. Corporate Reputation Review, no. 1. pp. 80–94.
Aaker, J.L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356.
Aaker, J.L., V. Benet-Martı´nez, and J. Garolera. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81, no. 3: 492–508.
Ahmad, M.F., Abdullah. Z, Tamam. E & Bolong. J., (2013). Determinant attributes of city Brand Personality that influence Strategic Communication. Canadian Social Science, Vol. 9 no.2, 40-47.
Austin, J. R., Siguaw, J. A., Mattila, A. S., (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11 (2), 77-92.
Azoulay, A., Kapferer, J. N., (2003). Do brand personality scales really measure brand personality? Brand Management, 11(2), 143-155.
Blackston, M., (1992). A brand with an attitude: A suitable case for treatment. Journal of the Market Research Society. 34, 231-241.
Bollen. Kenneth A. (1990). Overall fit in covariance structure models: Two types of sample size effects. Psychological Bulletin,107 (2), 256-259.
Bowen, C., Martin, B.A. and Hunt, S.T. (2002). A comparison of ipsative and normative approaches for the ability to control faking in personality questionnaires. International Journal of Organizational Analysis, Vol. 10, pp. 240-59. Brand, R., & Fregonese, S. (2016). The radicals' city: urban environment, polarisation, cohesion. Routledge. Braun, E., Kavaratzis, M., & Zenker, S. (2013). My city–my brand: the different roles of residents in place branding. Journal of Place Management and Development, 6(1), 18-28.
Byrne, B.M., (2010). Structural Equation Modelling with AMOS: Basic Concepts, Applications And Programming. (2nd edn.). Routledge, New York.
d’Astous, A., Boujbel, L., (2007). Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60 (3), 231-239.
Darren M. George, (2000). SPSS for Windows Step by Step: A Simple Guide and Reference, 10.0 Update. (3rd edn.). Allyn & Bacon.
De Chernatony, L., Harris, F., & Dall’Olmo Riley, F. (2000). Added value: its nature, roles and sustainability. European Journal of marketing, 34(1/2), 39-56.
Dinnie Keith. (2008). Nation branding: Concepts, issues, practice. Burlington, MA: Elsevier. Dinnie Keith. (2015). Nation branding: Concepts, issues, practice. Routledge.
Ekinci, Y., and Hosany, S. (2006). Destination personality: an application of brand personality to tourism destinations. Journal of Travel Research, 45 (2), 127.
Goodyear, Mary. (1996). Divided by a common language: Diversity and deception in the world of global marketing. Journal of the Market Research Society, 38 (2), 105-122.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46 (2): 60-72.
Hair, J. F. Jr,, Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis. (7th edn.). New Jersey: Pearson Prentice Hall.
Hankinson G. (2001). Location branding: A study of the branding practices of 12 English cities. Journal of Brand Management, Vol. 9, No. 2, 127-142.
Hankinson G. (2004). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, Vol. 10, No. 2. 109-121.
Hu, L.T. and P.M. Bentler. (1999). Cutoff criteria for fit indexes in covariance structural analysis: Conventional criteria versus new alternatives. Structural Equation Model., 6: 1-55.
Kavaratzis M and Ashworth GJ. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Journal of Economic and Social Geography, forthcoming.
Kavaratzis M, (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Journal of Place Branding, Vol. 1, No. 1, 58-73. Kavaratzis, M. (2017). The participatory place branding process for tourism: linking visitors and residents through the city brand. In Tourism in the City(pp. 93-107). Springer International Publishing.
Kavaratzis, M. and Mary Jo Hatch (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 16th Jan 2013. pp.1-18. Kavaratzis, M., & Ashworth, G. J. (2005). City branding: an effective assertion of identity or a transitory marketing trick?. Tijdschrift voor economische en sociale geografie, 96(5), 506-514. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155. Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Lambin, J.J. (1993), Strategic Marketing: A European Perspective. McGraw-Hill, London. Markides, C. C., & Williamson, P. J. (1996). Corporate diversification and organizational structure: A resource-based view. Academy of Management journal, 39(2), 340-367.
Melike Demirbag Kaplan, Oznur Yurt, Burcu Guneri, and Kemal Kurtulus. (2010). Branding places: Applying brand personality concept to cities. European Journal of Marketing. Vol. 44 No. 9/10, 2010, 1286-1304.
Murphy, P., Benckendorff, P., Moscardo, G., (2007). Linking travel motivation, tourist self image and destination brand personality. Journal of Travel and Tourism Marketing, 22 (2), 45-59.
Pike, S., (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30 (6), 857-866.
Plummer, J. T. (1985). How Personality Makes a Difference. Journal of Advertising Research, 24 (6): 27-31.
Reisinger, Y. and Mavondo, F. (2006). Structural equation modelling: Critical issues and new developments. Journal of Travel and Tourism Marketing, Vol. 21, 41-71.
Skinner, H. (2008). The emergence and development of place marketing’s confused identity. Journal of marketing management, 24 (9-10), 915-928.
Sung, Y., and S. Tinkham. (2005). Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology 15, (4): 334-350.
Tabachnick, G. G., and Fidell, L. S. (2007). Experimental Designs Using ANOVA. Belmont, CA: Duxbury.
Tinsley, H. E. A., and Kass, R. A. (1979). The latent structure of the need-satisfying properties of leisure activities. Journal of Leisure Research, 11, 278-291.
Trueman M, Klemm M and Giroud A. (2004). Can a city communicate? Bradford as a corporate brand. Corporate Communications: an International Journal, Vol. 9, 4: 317-330.
You Kyung Kim; Sung Wook Shim; Dinnie, Keith. (2013). The Dimensions of Nation Brand Personality: A Study of Nine Countries, Corporate Reputation Review; Spring 2013, Vol. 16 Issue 1, p34.
Young-A Song and Yongjun Sung. (2013). Antecedents of Nation Brand Personality. Corporate Reputation Review, no. 1. pp. 80–94.
Published
2018-07-01
How to Cite
AHMAD, Muhamad Fazil.
CITY BRAND PERSONALITY OF KUALA TERENGGANU FOR IMAGE AND REPUTATION ENHANCEMENT.
E-JOURNAL OF MEDIA AND SOCIETY (E-JOMS), [S.l.], v. 1, n. 1, p. 1-13, july 2018.
ISSN 2682-9193.
Available at: <https://myjms.mohe.gov.my/index.php/ejoms/article/view/15453>. Date accessed: 14 sep. 2024.
Section
Articles
