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Perception Research on Developing Brand Identity for Small Cities
ISSN: 2616 - 387X
Publisher: author
Perception Research on Developing Brand Identity for Small Cities
Indexed in
Social Sciences
ARTICLE-FACTOR
1.3
Article Basics Score: 3
Article Transparency Score: 3
Article Operation Score: 3
Article Articles Score: 2
Article Accessibility Score: 3
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International Category Code (ICC):
ICC-0202
Publisher: Prizren Social Science Journal Luan Vardari
International Journal Address (IAA):
IAA.ZONE/26163848387X
eISSN
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2616 - 387X
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Abstract
Global competition between countries at the macro level has turned into a competition between cities at micro level. Many successful examples across the world have shown local governments and other stakeholders willing to attract more tourists or investment to their cities that more production and consumption, in other words, prosperity is associated with strategic marketing of cities. Branding, which is part of marketing of cities willing to use their assets and resources to distinguish themselves from others, is highly popular in both the literature and in practice. The aim of this perception study is to determine the current image of small cities with few marketable resources in order to help them create brand identity and an emotional bond between themselves and their target audience. This study established the structural validity of a city-specific perception scale and determined how the city was perceived both by its inhabitants...
