City brand projected personality: a new measure to assess the consistency of projected personality across messages
Building a strong and consistent brand personality is crucial to position cities in the global context and a key element to influence potential visitors’ behavior. City brands’ communication endeavors to project consistent messages to position a unique personality in consumer’s mind. However, the va...
| Main Authors: | , |
|---|---|
| 格式: | 文件 |
| 语言: | English |
| 出版: |
Universidad de Navarra
2018-12-01
|
| 丛编: | Communication & Society (Formerly Comunicación y Sociedad) |
| 主题: | |
| 在线阅读: | https://revistas.unav.edu/index.php/communication-and-society/article/view/35672 |