Cover Image

Determinant attributes of city brand personality that influence strategic communication

This paper examines the determinant attributes of city brand personality that influence strategic communication of Bandar Melaka world heritage city UNESCO. The results will provide insight on the development of a city brand personality scale, that can be applied in the Malaysian context. Based on A...

Full description

Saved in:
Bibliographic Details
Main Authors: Ahmad, Muhamad Fazil, Abdullah, Zulhamri, Tamam, Ezhar, Bolong, Jusang
Format: Article
Published: Canadian Academy of Oriental and Occidental Culture 2013
Online Access:http://psasir.upm.edu.my/id/eprint/27893/
http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130902.9002
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.27893
record_format eprints
spelling my.upm.eprints.278932016-02-18T02:57:30Z http://psasir.upm.edu.my/id/eprint/27893/ Determinant attributes of city brand personality that influence strategic communication Ahmad, Muhamad Fazil Abdullah, Zulhamri Tamam, Ezhar Bolong, Jusang This paper examines the determinant attributes of city brand personality that influence strategic communication of Bandar Melaka world heritage city UNESCO. The results will provide insight on the development of a city brand personality scale, that can be applied in the Malaysian context. Based on Aaker (1997), Brand Personality Scale (BPS), the study adjusted the scale used in the Bandar Melaka for strategic communication. The study approaches the issues from several perspectives including the marketing, tourism, strategic management and human communication in Bandar Melaka. It employs to administer the process of structural equation modelling to investigate the causal relationships between the dimensions of city brand determinants and city brand itself for strategic communication. Questionnaire surveys and interviews on measuring the determinants of city brand employs to examine the respondents’ perceptions of the dimensions of city brand affected the overall city brand evaluations. Data collects from the internal stakeholders that involving directly or indirectly for planning and developing of Bandar Melaka. The study has found four dimensions of the city brand personality, “Peacefulness”, “Malignancy”, “Sophistication” and “Uniqueness”. The City Personality Scale (CPS) proposes four dimensions with a total of seventeen items can be applied to the communication perspective of city brand in Malaysia. Implications for the stakeholders were discussed. They should consider the relative importance of brand dimensions in their overall city brand evaluations for strategic communication. City brand plays a pivotal role in contemporary strategic communication, and is the subject of much literature, both professional and academic. This study is perhaps one of the first to investigate city brand personality for strategic communication in Malaysia. Canadian Academy of Oriental and Occidental Culture 2013 Article PeerReviewed Ahmad, Muhamad Fazil and Abdullah, Zulhamri and Tamam, Ezhar and Bolong, Jusang (2013) Determinant attributes of city brand personality that influence strategic communication. Canadian Social Science, 9 (2). pp. 34-41. ISSN 1712-8056; ESSN: 1923-6697 http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130902.9002
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description This paper examines the determinant attributes of city brand personality that influence strategic communication of Bandar Melaka world heritage city UNESCO. The results will provide insight on the development of a city brand personality scale, that can be applied in the Malaysian context. Based on Aaker (1997), Brand Personality Scale (BPS), the study adjusted the scale used in the Bandar Melaka for strategic communication. The study approaches the issues from several perspectives including the marketing, tourism, strategic management and human communication in Bandar Melaka. It employs to administer the process of structural equation modelling to investigate the causal relationships between the dimensions of city brand determinants and city brand itself for strategic communication. Questionnaire surveys and interviews on measuring the determinants of city brand employs to examine the respondents’ perceptions of the dimensions of city brand affected the overall city brand evaluations. Data collects from the internal stakeholders that involving directly or indirectly for planning and developing of Bandar Melaka. The study has found four dimensions of the city brand personality, “Peacefulness”, “Malignancy”, “Sophistication” and “Uniqueness”. The City Personality Scale (CPS) proposes four dimensions with a total of seventeen items can be applied to the communication perspective of city brand in Malaysia. Implications for the stakeholders were discussed. They should consider the relative importance of brand dimensions in their overall city brand evaluations for strategic communication. City brand plays a pivotal role in contemporary strategic communication, and is the subject of much literature, both professional and academic. This study is perhaps one of the first to investigate city brand personality for strategic communication in Malaysia.
format Article
author Ahmad, Muhamad Fazil
Abdullah, Zulhamri
Tamam, Ezhar
Bolong, Jusang
spellingShingle Ahmad, Muhamad Fazil
Abdullah, Zulhamri
Tamam, Ezhar
Bolong, Jusang
Determinant attributes of city brand personality that influence strategic communication
author_facet Ahmad, Muhamad Fazil
Abdullah, Zulhamri
Tamam, Ezhar
Bolong, Jusang
author_sort Ahmad, Muhamad Fazil
title Determinant attributes of city brand personality that influence strategic communication
title_short Determinant attributes of city brand personality that influence strategic communication
title_full Determinant attributes of city brand personality that influence strategic communication
title_fullStr Determinant attributes of city brand personality that influence strategic communication
title_full_unstemmed Determinant attributes of city brand personality that influence strategic communication
title_sort determinant attributes of city brand personality that influence strategic communication
publisher Canadian Academy of Oriental and Occidental Culture
publishDate 2013
url http://psasir.upm.edu.my/id/eprint/27893/
http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130902.9002
_version_ 1643829308683190272
score 13.211869

Similar Items