In City Branding, Investigation of the Effect of Trust in the City and the Personality of the city on Brand Dependency: The Case of Aydın Province

Bilge Doğanlı; Zeynep Çimen

Makale detayları

In City Branding, Investigation of the Effect of Trust in the City and the Personality of the city on Brand Dependency: The Case of Aydın Province

Yazarlar:

Bilge Doğanlı | Zeynep Çimen

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

Ekonometrik ve İstatistiksel Yöntemler

Dergi:

Fiscaoeconomia Vol.7 Issue 3, pp.2302-2331

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001298465

pISSN:

2564-7504

Anahtar kelimeler:

Özet:

 This study has been carried out to determine the structural relationships between the trust and loyalty of the residents of a city to their city and their perceptions of the citys personality. For this purpose, a Structural Equation Model SEM was created to determine whether brand trust has a mediating role in the effect of brand personality on brand loyalty. The analysis of the data of the study was conducted with 400 volunteers by using SPSS 22.0 and AMOS 24 programs. Testing the suitability of the model in the created SEM proposal has been carried out by considering different fit measures. As a result of the study, it has been determined that the residents of Aydın city have trust and loyalty to their city. The first dimensions of the citys brand trust can be summarized as trust in the city, perceiving the name of the city as the assurance of the city, providing the best opportunities to the residents of the city, working for their happiness, only interested in their benefit, and believing that people will not be disappointed. The other extents of the citys brand loyaltyloyalty are that the city is always praised by its people, and is recommended to all acquaintances for their holidays and living and people are feeling privilegedspecial because they live in Aydın. It can be summarized as favour of it, knowing that it will not repeat, even if it is disappointed once, and also choosing to live in Aydın again if there is another opportunity. The inhabitants of the city prioritize the personality of the city; they perceive it as realistic, stable, dynamicactive, responsible, innovative and emotionalromantic. It has been determined that the perceived personality has a positive effect on ensuring the formation of brand loyalty and building trust towards the brand and creates a bridge between these variables. It is thought that the study can contribute to the formation of city brand loyalty by developing a theoretical approach in the context of brand trust and brand personality.

 This study has been carried out to determine the structural relationships between the trust and loyalty of the residents of a city to their city and their perceptions of the citys personality. For this purpose, a Structural Equation Model SEM was created to determine whether brand trust has a mediating role in the effect of brand personality on brand loyalty. The analysis of the data of the study was conducted with 400 volunteers by using SPSS 22.0 and AMOS 24 programs. Testing the suitability of the model in the created SEM proposal has been carried out by considering different fit measures. As a result of the study, it has been determined that the residents of Aydın city have trust and loyalty to their city. The first dimensions of the citys brand trust can be summarized as trust in the city, perceiving the name of the city as the assurance of the city, providing the best opportunities to the residents of the city, working for their happiness, only interested in their benefit, and believing that people will not be disappointed. The other extents of the citys brand loyaltyloyalty are that the city is always praised by its people, and is recommended to all acquaintances for their holidays and living and people are feeling privilegedspecial because they live in Aydın. It can be summarized as favour of it, knowing that it will not repeat, even if it is disappointed once, and also choosing to live in Aydın again if there is another opportunity. The inhabitants of the city prioritize the personality of the city; they perceive it as realistic, stable, dynamicactive, responsible, innovative and emotionalromantic. It has been determined that the perceived personality has a positive effect on ensuring the formation of brand loyalty and building trust towards the brand and creates a bridge between these variables. It is thought that the study can contribute to the formation of city brand loyalty by developing a theoretical approach in the context of brand trust and brand personality.

 This study has been carried out to determine the structural relationships between the trust and loyalty of the residents of a city to their city and their perceptions of the citys personality. For this purpose, a Structural Equation Model SEM was created to determine whether brand trust has a mediating role in the effect of brand personality on brand loyalty. The analysis of the data of the study was conducted with 400 volunteers by using SPSS 22.0 and AMOS 24 programs. Testing the suitability of the model in the created SEM proposal has been carried out by considering different fit measures. As a result of the study, it has been determined that the residents of Aydın city have trust and loyalty to their city. The first dimensions of the citys brand trust can be summarized as trust in the city, perceiving the name of the city as the assurance of the city, providing the best opportunities to the residents of the city, working for their happiness, only interested in their benefit, and believing that people will not be disappointed. The other extents of the citys brand loyaltyloyalty are that the city is always praised by its people, and is recommended to all acquaintances for their holidays and living and people are feeling privilegedspecial because they live in Aydın. It can be summarized as favour of it, knowing that it will not repeat, even if it is disappointed once, and also choosing to live in Aydın again if there is another opportunity. The inhabitants of the city prioritize the personality of the city; they perceive it as realistic, stable, dynamicactive, responsible, innovative and emotionalromantic. It has been determined that the perceived personality has a positive effect on ensuring the formation of brand loyalty and building trust towards the brand and creates a bridge between these variables. It is thought that the study can contribute to the formation of city brand loyalty by developing a theoretical approach in the context of brand trust and brand personality.

 Bu çalışma, bir şehrin sakinlerinin, şehirlerine duydukları güven, bağlılık ve şehrin kişiliğine olan algıları arasındaki yapısal ilişkileri belirlemek amacı ile gerçekleştirilmiştir. Bu amaçla marka kişiliğinin, marka bağlığı üzerindeki etkisinde, marka güveninin aracılık rolünün olup olmadığına ilişkin bir Yapısal Eşitlik Modeli YEM oluşturulmuştur. 400 gönüllü ile gerçekleştirilen çalışmanın verilerinin analizi SPSS 22.0 ve AMOS 24 programları ile gerçekleştirilmiştir. Oluşturulan YEM önerisinde modelin uygunluğunun sınanması, farklı uyum ölçüleri göz önünde bulundurularak gerçekleştirilmiştir. Çalışma sonucunda, Aydın şehrinin sakinlerinin, şehirlerine güven ve bağlılık duydukları belirlenmiştir. Şehrin marka güveninin ilk sıralardaki boyutları; şehre duyulan güven, şehrin isminin şehrin garantisi olarak algılanışı, şehrin halkına en iyi imkânları sunmak için çalışması, halkının mutluluğuna uğraşması, temel ilgisinin sadece halkının menfaati oluşu ve halkını hayâl kırıklığına uğratmayacağına olan inanç olarak özetlenebilir. Şehrin marka bağlılığının ilk sıralardaki boyutları da; Halkının her zaman övgüyle bahsettiği şehir oluşu, tüm tanıdıklarına tatilleri ve yaşamaları için Aydının tavsiye edilmesidir. Aydında yaşadıkları için kendilerini ayrıcalıklıözel hissetmeleridir. Bir kere hayal kırıklığına uğratsa da, bir daha bunu tekrarlamayacağı bilinerek yine onun lehine tercihte bulunulması ve bir imkân daha olsa yine Aydında yaşamanın tercih edilmesi şeklinde özetlenebilir. Şehrin yaşayanları, şehrin kişiliğini öncelikli olarak; gerçekçi, istikrarlı, dinamikaktif, sorumluluk sahibi, yenilikçi ve duygusalromantik olarak algılamaktadırlar. Algılanan kişiliğin, marka bağımlılığının oluşmasını sağlamaya ve markaya yönelik güven oluşturmaya olumlu yönde etkisinin olduğu ve bu değişkenler arasında bir köprü görevi oluşturduğu belirlenmiştir. Çalışmanın, şehir marka bağımlılığı oluşumunun sağlanmasına, marka güveni ve marka kişiliği bağlamında teorik bir yaklaşım geliştirerek katkıda bulunabileceği düşünülmektedir.

Makale detayları

In City Branding, Investigation of the Effect of Trust in the City and the Personality of the city on Brand Dependency: The Case of Aydın Province

Yazarlar:

Bilge Doğanlı | Zeynep Çimen

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

Ekonometrik ve İstatistiksel Yöntemler

Dergi:

Fiscaoeconomia Vol.7 Issue 3, pp.2302-2331

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001298465

pISSN:

2564-7504

City Branding

Brand Loyalty

Brand Personality

Brand Trust

Structural Equity ModelŞehir Markalaşması

Marka Bağımlılığı

Marka Kişiliği

Marka Güveni

Yapısal Eşitlik Modeli

Sayı

Makale detayları

Yazarlar: Bilge Doğanlı | Zeynep Çimen

Yayıncı: Ahmet Arif EREN

Ana Başlıklar: Ekonometrik ve İstatistiksel Yöntemler

Dergi: Fiscaoeconomia Vol.7 Issue 3, pp.2302-2331

Belge Tipi: Makale

Yayın Tarihi: 9/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001298465

pISSN: 2564-7504

Sayı

Yazarlar:

Bilge Doğanlı | Zeynep Çimen

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

Ekonometrik ve İstatistiksel Yöntemler

Dergi:

Fiscaoeconomia Vol.7 Issue 3, pp.2302-2331

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001298465

pISSN:

2564-7504