Understanding and Measuring City Brand Personality (CPS) - In the context of South Korean market -

Abstract

A distinctive brand personality can create unique and favorable associations in a consumer’s memory and thus enhance brand equity. Our research interest lies in the development of a city brand personality scale that can be applied to destination marketing in the Korean context. Based on Aaker’s (1997) Brand Personality Scale (BPS), we have customized this scale to be useable in the context of the South Korean market. In this research, we have found five dimensions of city brand personality: “sincerity”, “excitement”, “technology”, “high-class”, and “femininity”. This City Personality Scale (CPS) suggests five dimensions with a total of fifteen items that can be applied to the Korean tourism market. This scale is expected to be useful when city marketers measure, compare and create their city personality.