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The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors

Department of Advertising and Public Relations, Chung-Ang University, Seoul 06974, Korea
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Sustainability 2020, 12(3), 982; https://doi.org/10.3390/su12030982
Received: 16 December 2019 / Revised: 19 January 2020 / Accepted: 27 January 2020 / Published: 29 January 2020
The city brand experience of residents has emerged as an important topic due to the concentration of the city population and changes in the marketing environment. This study examined the relationship between self-city brand connection, city brand experience, city brand satisfaction, and city brand ambassadorship behavior intention (CBABI) in city residents. An empirical analysis was conducted using data collected through a questionnaire with 328 residents of Seoul and Busan in Korea. The results reveal that self-city brand connection is positively related to city brand experience and city brand satisfaction but is not directly related to CBABI. Next, city brand experience was found to have a significant positive relationship with city brand satisfaction and CBABI, and city brand satisfaction is positively related to CBABI. We also found differences in the effects of city brand satisfaction on CBABI between Seoul and Busan. Although city brand satisfaction had a significant effect on CBABI in both cities, the effect was greater in Busan. This study confirms the effect of citizens’ city brand experiences and identifies the path by which city residents become city brand ambassadors. View Full-Text
Keywords: city branding; city brand experience; self-city brand connection; city brand satisfaction; city brand ambassadorship behaviors intention city branding; city brand experience; self-city brand connection; city brand satisfaction; city brand ambassadorship behaviors intention
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Yu, E.; Kim, J. The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors. Sustainability 2020, 12, 982.

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