An empirical study of consumer-based city brand equity from signalling theory perspective
The concept of city brand equity has caught attention of many marketing scholars, but because of complex nature of cities it remains one of the difficult concepts to quantify. In this article, we develop an approach to measuring city brand equity by evaluating city quality. According to signalling theory, city branding is the signal for consumers that communicates the city quality. The signal credibility creates city brand equity. This cannot be measured directly but can be evaluated through the city quality, which, in turn, represents the ability to fulfil residents’ needs. This study uses the conjoint analysis technique to measure city quality as a driver of consumer-based city brand equity. The approach is applied to the case of city branding campaign in Perm, Russia, to examine the roots of the city’s brand failure and propose the ways to strengthen consumer-based city brand equity.
Keywordscity brand equity city quality residents’ preferences conjoint analysis
- Banks, M. (2012) Russian city launches Capital Of Culture bid, 9 May, http://www.theparliament.com/latest-news/article/newsarticle/russian-city-launches-capital-of-culture-bid/#.UVLR9RkVmt8, accessed 4 April 2013.Google Scholar
- Bohlen, C. (2010) In a sleepy Russian city not all welcome a cultural revolution, 26 November, http://www.nytimes.com/2010/11/27/arts/design/27debate.html?pagewanted=all, accessed 28 March 2013.
- Florek, M. (2012) Measurement of city brand equity. Actual Problems of Economics 2 (7): 130–139.Google Scholar
- Follath, A. (2009) Transformed city of Perm could be Russia’s new cultural capital, ABC news, 26 October, http://abcnews.go.com/Travel/perm-russias-cultural-capital/story?id=8915173#.UVLZrxkVldg, accessed 26 April 2013.
- Gertner, D. (2011) Unfolding and configuring two decades of research and publications on place marketing and place branding. Journal of Brand Management 7 (2): 91–106.Google Scholar
- Hospers, G.J. (2011) Four of the most common misconceptions about place marketing. Journal of Town and City Management 2 (2): 167–176.Google Scholar
- Kamakura, W.A. and Russell, G.J. (1993) Measuring brand value with scanner data. International Journal of Research in Marketing 4 (1): 3–22.Google Scholar
- Karasek III, R. and Bryant, P. (2012) Signaling theory: Past, present and future. Academy of Strategic Management Journal 11 (1): 91–100.Google Scholar
- Kishkovsky, S. (2009) City of Gulags becomes cultural capital – Perm sheds grimness of Soviet era and draws artists and intellectuals. 29 May, http://www.highbeam.com/doc/1P1-164368504.html, accessed 15 April 2013.
- Kotler, P., Haider, D.H. and Rein, I. (1993) Marketing Places. New York: Free Press.Google Scholar
- Lefevr, S. (2008) Social role of Russian enterprises: The descriptive role of paternalism. Mir Rossii 17 (3): 149–170.Google Scholar
- Louviere, J. (1984) Hierarchical information integration: A new method for the design and analysis of complex multiattribute judgment problems. Advances in Consumer Research 11 (1): 148–155.Google Scholar
- Mercer’s Quality of Living Survey Criteria. (2011) http://www.mercer.com/articles/quality-of-living-definition-1436405, accessed 10 July 2011.
- Oppewal, H. and Klabbers, M. (2003) Compromising between information completeness and task simplicity: A comparison of self-explicated, hierarchical information integration, and full-profile conjoint methods. In: P.A. Keller and D.W. Rook (eds.) Advances in Consumer Research, Vol. 30 Valdosta, GA: Association for Consumer Research, pp. 298–304.Google Scholar
- Yun, H.-J. (2009) Conjoint analysis of choice attributes and market segmentation of rural tourists in Korea. Journal of Rural Development 32 (2): 89–109.Google Scholar