Determining City Brand Personality of Çorum and Its Effect on Life Satisfaction

İlknur Tüfekçi; Leyla Bezgin Ediş; Yasemin Demir

Article Details

Determining City Brand Personality of Çorum and Its Effect on Life Satisfaction

Authors:

İlknur Tüfekçi | Leyla Bezgin Ediş | Yasemin Demir

Publisher:

Ahmet FİDAN

Journal:

Kent Akademisi Vol.16 Issue 3, pp.1419-1436

Document Type:

Article

Publication Date:

9/2023

Document Language:

Turkish

Document ID (Org No.):

2001290769

pISSN:

2146-9229

Keywords:

Abstract:

 Brand personality is not used only for goods and services, but also for the country, city and destinations. A positive and strong city brand personality benefits the city by attracting more tourists, receiving investments, increasing the satisfaction levels of city residents, and promoting and branding of the city. The main purpose of this study is to determine the city brand personality of Çorum province and to measure its effect on the life satisfaction of city residents. The scope of the study is comprised of city residents aged 18 years and over living in Çorum province. 387 people were included in the study. Descriptive statistics, confirmatory factor analysis, regression analysis and clustering analysis were used in the study. As a result of the research, it was seen that the sub-dimension with the highest average among the city brand personality dimensions of the participants for the province of Çorum was traditionality, and the sub-dimension with the lowest average was androgyny. In addition, it is determined that competence and traditionalism have an effect on life satisfaction from the dimensions of the city brand personality.

 Brand personality is not used only for goods and services, but also for the country, city and destinations. A positive and strong city brand personality benefits the city by attracting more tourists, receiving investments, increasing the satisfaction levels of city residents, and promoting and branding of the city. The main purpose of this study is to determine the city brand personality of Çorum province and to measure its effect on the life satisfaction of city residents. The scope of the study is comprised of city residents aged 18 years and over living in Çorum province. 387 people were included in the study. Descriptive statistics, confirmatory factor analysis, regression analysis and clustering analysis were used in the study. As a result of the research, it was seen that the sub-dimension with the highest average among the city brand personality dimensions of the participants for the province of Çorum was traditionality, and the sub-dimension with the lowest average was androgyny. In addition, it is determined that competence and traditionalism have an effect on life satisfaction from the dimensions of the city brand personality.

 Brand personality is not used only for goods and services, but also for the country, city and destinations. A positive and strong city brand personality benefits the city by attracting more tourists, receiving investments, increasing the satisfaction levels of city residents, and promoting and branding of the city. The main purpose of this study is to determine the city brand personality of Çorum province and to measure its effect on the life satisfaction of city residents. The scope of the study is comprised of city residents aged 18 years and over living in Çorum province. 387 people were included in the study. Descriptive statistics, confirmatory factor analysis, regression analysis and clustering analysis were used in the study. As a result of the research, it was seen that the sub-dimension with the highest average among the city brand personality dimensions of the participants for the province of Çorum was traditionality, and the sub-dimension with the lowest average was androgyny. In addition, it is determined that competence and traditionalism have an effect on life satisfaction from the dimensions of the city brand personality.

 Marka kişiliği sadece mal ve hizmetler için değil, aynı zamanda ülke, şehir ve destinasyonlar için de kullanılmaktadır. Olumlu ve güçlü şehir marka kişiliği, şehrin daha fazla turist çekmesine, yatırım yapılmasına, şehir sakinlerinin memnuniyet düzeylerinin artırılmasına, şehrin tanıtım ve markalaşma çalışmalarına fayda sağlar. Bu araştırmanın temel amacı Çorum ilinin şehir marka kişiliğini belirlemek ve bunun şehir sakinlerinin yaşam memnuniyetine etkisini ölçmektir. Araştırmanın kapsamını Çorum ilinde yaşayan 18 yaş ve üzeri şehir sakinleri oluşturmaktadır. Araştırmaya 387 kişi dâhil edilmiştir. Araştırmada tanımlayıcı istatistikler, doğrulayıcı faktör analizi, regresyon analizi ve kümeleme analizi kullanılmıştır. Araştırma sonucunda, katılımcıların Çorum iline yönelik şehir marka kişiliği boyutları arasında en yüksek ortalamaya sahip alt boyutun geleneksellik, en düşük ortalamaya sahip alt boyutun ise androjenlik olduğu görülmüştür. Bunun yanı sıra şehir marka kişiliği boyutlarından yetkinlik ve gelenekselliğin yaşam memnuniyeti üzerinde etkisinin olduğu tespit edilmiştir.

Article Details

Determining City Brand Personality of Çorum and Its Effect on Life Satisfaction

Authors:

İlknur Tüfekçi | Leyla Bezgin Ediş | Yasemin Demir

Publisher:

Ahmet FİDAN

Journal:

Kent Akademisi Vol.16 Issue 3, pp.1419-1436

Document Type:

Article

Publication Date:

9/2023

Document Language:

Turkish

Document ID (Org No.):

2001290769

pISSN:

2146-9229

Brand Personality

City Brand Personality

Life Satisfaction

Çorum

City MarketingMarka Kişiliği

Şehir Marka Kişiliği

Yaşam Memnuniyeti

Çorum

Şehir Pazarlaması

Issues

Article Details

Authors: İlknur Tüfekçi | Leyla Bezgin Ediş | Yasemin Demir

Publisher: Ahmet FİDAN

Journal: Kent Akademisi Vol.16 Issue 3, pp.1419-1436

Document Type: Article

Publication Date: 9/2023

Document Language: Turkish

Document ID (Org No.): 2001290769

pISSN: 2146-9229

Issues

Authors:

İlknur Tüfekçi | Leyla Bezgin Ediş | Yasemin Demir

Publisher:

Ahmet FİDAN

Journal:

Kent Akademisi Vol.16 Issue 3, pp.1419-1436

Document Type:

Article

Publication Date:

9/2023

Document Language:

Turkish

Document ID (Org No.):

2001290769

pISSN:

2146-9229