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City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad

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 commun...

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Main Author: Ahmad, Muhamad Fazil
Format: Article
Language:English
Published: Faculty of Communication and Media Studies 2018
Subjects:
Recreational areas and facilities. Recreation centers
Branding (Marketing)
Online Access:http://ir.uitm.edu.my/id/eprint/29203/1/29203.pdf
http://ir.uitm.edu.my/id/eprint/29203/
http://www.ejoms.com/
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spelling my.uitm.ir.292032020-04-02T02:53:58Z http://ir.uitm.edu.my/id/eprint/29203/ City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad Ahmad, Muhamad Fazil Recreational areas and facilities. Recreation centers Branding (Marketing) 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. Faculty of Communication and Media Studies 2018 Article NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/29203/1/29203.pdf Ahmad, Muhamad Fazil (2018) City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad. E-Journal of Media and Society, 1 (1). pp. 1-13. ISSN 2682-9193 http://www.ejoms.com/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Recreational areas and facilities. Recreation centers
Branding (Marketing)
spellingShingle Recreational areas and facilities. Recreation centers
Branding (Marketing)
Ahmad, Muhamad Fazil
City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad
description 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.
format Article
author Ahmad, Muhamad Fazil
author_facet Ahmad, Muhamad Fazil
author_sort Ahmad, Muhamad Fazil
title City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad
title_short City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad
title_full City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad
title_fullStr City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad
title_full_unstemmed City brand personality of Kuala Terengganu for image and reputation enhancement / Muhamad Fazil Ahmad
title_sort city brand personality of kuala terengganu for image and reputation enhancement / muhamad fazil ahmad
publisher Faculty of Communication and Media Studies
publishDate 2018
url http://ir.uitm.edu.my/id/eprint/29203/1/29203.pdf
http://ir.uitm.edu.my/id/eprint/29203/
http://www.ejoms.com/
_version_ 1685650487375822848
score 13.211869

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