Date of Award
4-2-2019
Document Type
Dissertation
Degree Name
Doctor of Business Administration (DBA)
Department
School of Business
Abstract
Self-brand connection is a stream of brand research that focuses on how individuals form relationships with brands. Self-brand connections are of interest to marketers because individuals who form a self-brand connection with a brand are more likely to be loyal to, advocate for, and engage with that brand (Escalas & Bettman, 2003). The purpose of this study was to determine if specific city attributes could be identified as antecedents of self-brand connection for a city brand. Data were collected through a survey of a neighborhood in Columbus, Ohio, and analyzed using multiple regression. Results showed that Columbus’ outdoor opportunities, business environment, and access to K-12 education were associated with the formation of self-brand connections. This outcome suggests that specific city attributes can be identified as strategic investment opportunities for city brand managers who view encouraging self-brand connections as a way to make their brand more effective.
Recommended Citation
Vollrath, Matthew, "Identifying City Attributes for Place Branding that Create Strong Self-Brand Connections" (2019). Doctor of Business Administration (DBA). 19.
https://digitalcommons.georgefox.edu/dbadmin/19