International Tourism and Hospitality Journal (ITHJ)

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Issue 7 | Volume 4 | 2021


Title: A Study for Determining the Brand Personality of Kyrenia City: North Cyprus

Author(S): Nimet Harmanci

Corresponding Author Affiliation*: Girne American University, Girne, Turkey

Abstract:

Personality traits can be attributed to products, services, or destinations since the personality traits unique to human beings are also transferable to objects. Having personality traits, which are one of the essential elements of being a brand, is primarily the result of an uncontrolled and unconscious process that develops spontaneously. However, one of the first steps to be taken by a destination that wants to become a brand is to have a well-thought and planned personality. Personality traits, which mainly occur spontaneously and randomly, form the basis of the interaction between humans and objects. This study, which focuses on Kyrenia city’s brand city personality, aims to investigate the attitudes of the internal and external stakeholders of the brand personality towards their cities. Within the scope of the research, in order to measure the brand personality of the Kyrenia region, the brand personality scale adapted from J. L Aaker’s (1997) brand personality scale was used with five dimensions, 15 sub-dimensions, and 39 items, and data results were collected over 394 people in total. As a result of the analysis, the brand personality scale has been gathered under five main factors. These; It is grouped as Sincerity, Excitement, Competence, Sophistication, Ruggedness. According to the results obtained from this study, in which personality suggestions about the city of Kyrenia, which is considered as a sample, the brand personality of the city of Kyrenia is presented; has young, contemporary/modern, independent, up-to-date, upper-class, good-looking and attractive personality traits.

Keywords: Brand Personality, Brand Personality Scale, City, Kyrenia, North Cyprus


Print ISSN: 2616-518X; Online ISSN: 2616-4701

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