HOW FAR DOES MAYOR'S PERSONAL BRAND RAISES BRAND ATTITUDE? (A SURVEY AT BANDUNG CITY, INDONESIA)

This research conducted at Bandung City with the aim of analyzing things to strengthen the city branding of Bandung as an attractive city to live, and to test the influence of Bandung mayor 's personal brand in the period of2013-2018 either directly to the brand attitude of the citizens, and in...

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Bibliographic Details
Published inResearchers world - journal of arts science and commerce Vol. VIII; no. 2; pp. 1 - 12
Main Authors Astuty, Eriana, Pratminingsih, Sri Astuti
Format Journal Article
LanguageEnglish
Published Malegaon Educational Research Multimedia & Publications 01.04.2017
Subjects
Attitudes
Brand identification
Brands
Cities
Consumer behavior
Data processing
Emergence
Leadership
Marketing
Personal brand
Program verification (computers)
Verification
Indonesia
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Summary:This research conducted at Bandung City with the aim of analyzing things to strengthen the city branding of Bandung as an attractive city to live, and to test the influence of Bandung mayor 's personal brand in the period of2013-2018 either directly to the brand attitude of the citizens, and indirectly through city branding to the emergence of brand attitude. This research uses descriptive analysis and verification analysis. Data processing using IBM SPSS AMOS Ver. 20. The findings obtained that the Bandung mayor's personal brand in the period 2013-2018 is significant and has positive impact to the strengthening of city branding "Bandung as an attractive place to live ". It also observed that the city branding significantly affects the emergence of brand attitude positively, while Bandung mayor's personal brand has no direct influence on the emergence of brand attitude of citizens, even exhibit opposite and negative effect if it is directly connected to the brand attitude.
ISSN:2231-4172
2229-4686
2229-4686
DOI:10.18843/rwjasc/v8i2/01