Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/198280 
Erscheinungsjahr: 
2013
Quellenangabe: 
[Journal:] CES Working Papers [ISSN:] 2067-7693 [Volume:] 5 [Issue:] 4 [Publisher:] Alexandru Ioan Cuza University of Iasi, Centre for European Studies [Place:] Iasi [Year:] 2013 [Pages:] 626-644
Verlag: 
Alexandru Ioan Cuza University of Iasi, Centre for European Studies, Iasi
Zusammenfassung: 
The personality of a city is an important concept to be created and evaluated by local administrators as this should be part of the touristic strategic approach. The aim of this paper is to create a research instrument that allows researchers to define the brand personality of a Romanian city. In order to use one instrument in a specific geographical area, the instrument has to be created using a qualitative research. Three focus groups were conducted in order to identify items to create the research instrument which is presented at the end of the paper. This research is a preliminary step for a future quantitative research that is intended to measure the city brand personality of the city of Iasi. The created instrument can be applied to any Romanian city.
Schlagwörter: 
Brand personality
City Brand personality
focus group
personality traits
research instrument Romania
JEL: 
M39
Creative-Commons-Lizenz: 
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Dokumentart: 
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