Towards a City Branding System: The Concept and the Case of Amsterdam

이경미,써 드 보아 서울연구원 2010 서울도시연구 Vol.11 No.3

Many city administrations acknowledge the necessity of city branding to sustain the city’s competitiveness. Research has provided diverse notions of city branding and presented relevant factors and processes, and emphasized the importance of developing a more realistic and integrated framework to branding cities. However, there has been little consensus about why and how cities transform an entrepreneurial mind into a city branding paradigm. Literature is short of providing a realistic and holistic framework applicable to city brand management. Aiming to clarify the characteristics of city branding, our research suggests a systems approach to branding cities. With particular reference to managing the brand Amsterdam, the study outlines brand management process in terms of strategic interaction and intent, branding governance, city brand and its effects. Our research refers to the concept of city branding as a strategic, proactive, and systematic process for city brand management. Even though this research is limited to the descriptive study on the case of brand Amsterdam, the study contributes to extend the urban marketing discipline into a city branding theory and to introduce a city branding system. Further research needs to expand theoretical and empirical levels including more cities and to compare the dynamics within the city branding system.

관광산업 도시를 위한 유럽 도시 브랜딩

나애리 유럽문화예술학회 2018 유럽문화예술학논집 Vol.9 No.1

Place branding practices started in the nineteenth century (around 1850 in the United States to attract population in rural areas, and later on for tourism purpose, especially in Europe, with famous posters of places). Only from 2010 there is a general trend to consider place branding as an emerging scientific field of study. One of the tenets of place branding posits that the struggle for attention and preference is not limited to commercial goods and services; it applies equally to geo-political entities. Countries and cities compete for tourist income, business, and often tax bases. Proponents of place branding argue that this heightened competitive environment makes it important for places, no matter their size or composition, to clearly differentiate themselves and to convey why they are relevant and valued options. Successful destination-brand management can be seen as an exercise of coordination where relevant variables; such as tourism infrastructures, quality of local services, and other destination-brand users need to be managed in order to achieve a coherent and desired destination-brand identity. Therefore, The destination branding is, in reality, a d coordination of all the variables that affect the destination image. City branding refers to all the activities that are undergone with the purpose of turning a City from a location into a destination. "Successful branding" can turn a city into a place where people want to live, work and visit. City branding is invariably related to the notion that places compete with other places for people, resources, and business. It is the process of image communication to a target market. City branding can be defined as the process employed by public administrations to intend to create city brands. It can even be considered as a governance strategy for projecting images and managing perceptions about places. City branding thus suggests that cities could be considered as brands, as long as perceived so. In this regard, many public administrations are implementing city branding strategies. 세계적으로 도시 브랜딩에 대한 사회적 관심과 더불어, 도시 브랜딩 사업의 결과로 새로운 이미지의 도시들이 재탄생하고 있다. 유럽에서는 이미 오래전 부타, 국가 브랜드 및 지역 브랜드에 대한연구가 진행되었고, 유럽 국가들은 브랜드 사업에 대규모로 정책적 노력을 전개하여 왔다. 이러한유럽 도시 브랜딩 추세는 지금도 계속되고 더욱더 확대되어 가고 있다. 특히, 유럽의 경우에는 수백년 또는 수천 년 전부터 가지고 있는 문화유산을 바탕으로, 관광도시의 이미지를 구축해왔으며, 문화예술을 기반으로 다양한 문화행사 들을 개최함으로써 문화예술 도시의 이미지를 구축했다. 관광산업과 맞물려, 문화예술도시로서 거듭나려는 노력, 도시의 정체성을 구축하려는 노력 등, 유럽 국가들은도시 브랜딩 사업에 많은 노력을 전개하여 왔으며, 성공적인 결과를 이룩한 도시들도 많이 있다. 본 논문에서는 다음과 같은 문제들을 살펴보고자 한다. - 도시브랜딩이란 무엇이며, 도시브랜드사업이 사업이 왜 필요한가? - 유럽 도시들은 어떠한 방식으로 도시 브랜드화를 이룩했는가? - 유럽도시브랜드 사업을 효율적으로 추진한 곳은 어디인가? - 관광 도시 및 문화예술도시로 브랜딩하기 위해 어떤 노력들 전개해왔는지? 브랜드란 일반적으로 기업이 상품이나 서비스를 경쟁자들로부터 차별화하기 위하여 사용하는 독특한 이름이나 상징물(로고, 등록 상표, 포장 디자인 등)을 의미한다. 도시 브랜딩이란, 도시의 특성을 살려 그 도시를 상징화시킴으로써 도시의 독특한 정체성을 구축하는 것이다. 전통적인 도시 브랜딩의 방법으로는, 도시를 상징하는 그림이나 도안을 만들어 깃발에 달거나 도시 곳곳에 배치하는 방법이 있었다. 마치 제품들이 고유 마크를 제품에 붙이는 것과 다를 바 없다. 이렇게 함으로써 기본적으로 브랜드는 소비자에게 제품 생산자를 알려줌으로써 유사 제품을 공급하려는 경쟁자들로부터 소비자와 생산자를 보호한다. 도시브랜드 사업이 왜 필요한 지? 그 이유를 요약해보면, Globalization 글로벌리제이션에 따른 도시 간 자원 유치가 치열하였기 때문이다. 관광산업 수입이 국가 총수입의 높은 비율을 차지하고 있는 유럽 도시의 경우에는, 도시 브랜딩이 이러한 관광산업을 효율적으로 전개하기 위한 필수적인수단이라고 할 수 있다. 기업들이 제품 브랜딩을 하듯이, 도시도 브랜딩을 통해 효율적인 지역 마케팅과 지역 개발을 달성할 수 있는 것이다. 글로벌리제이션 현상이 곳곳에 일어나고 있는 상황에서는, 관광유치, 제품 판매, 외국인 투자 유치를 위해서는 적극적인 도시 브랜드화 사업 추진이 필요하다. 그러면 도시를 어떠한 방식으로 브랜딩 할 수 있는가? 기업과 달리 국가나 도시의 경우에는 정체성이나 가치를 확립하기가 용이하지 않다. 특히 국가나 도시의 경우, 브랜드 정체성이나 가치를 변화시키기 위해서는 법이나 정치 제도의 구조적인 변화가 수반되어야 하는 경우도 있으며, 지역 단위의 대대적인 노력이 필요하기도 하다. 동시에 브랜드 정체성을 확립하기 위해서 다양한 이해관계 집단들과의 협의와 동의가 선행되어야 하는데, 이해의 조정에는 상당한 시간과 노력이 투입되어야 가능하다. 도시 브랜드 정체성 확립이 어려운 또 다른 이유는 기업과 달리 국가에는 여러 가지 연상이나 가치가 혼재되어 있기 때문이다. 본 논문에서는, 이러한 어려움들을 극복 ...

문화도시 활성화를 위한 도시브랜드전략의 탐색적 연구 - 1차 법정문화도시를 중심으로-

지원배,유현중,정해원 사단법인 미래융합기술연구학회 2021 아시아태평양융합연구교류논문지 Vol.7 No.8

City branding is a strategy aiming city regeneration and securing city competitiveness. Recently, the government selected seven cities as the first cities for strategic city branding. They are Bucheon in Gyeonggi Province, Wonju in Gangwon Province, Cheongju in Chungbuk, Cheonan in Chungnam Province, Pohang in Gyeongbuk Province, Yeongdo in Busan, and Seogwipo in Jeju Island. The selected cities will recover from stagnant functions of community and promote local resident’s cultural lives. Particularly, it is anticipated to expand tourism and cultural industry by developing cultural assets in distinctive regions into global brands. Accordingly, this study derived 4P (Place, Product, People, Promotion) suitable for city branding analysis and analyzed each city’s current branding, based on the regional marketing and city brand theory. Furthermore, this study proposed to improve city’s future cultural activities by presenting a city branding evaluation measurement model. The research results are described below. First, culture city’s brand identity is more effective when it is clear and differentiated. Second, contents development scenario that provides culture city’s specialized and unilateral experience is necessary. Third, digital storytelling focused on differentiated 4P factors and essential target needs to be sustainable. This study is intended to provide a new guideline for cultural city branding activities that revitalize the region. 도시브랜딩은 도심재생 및 도시경쟁력 확보를 위한 시대적 요청이다. 최근 정부에서는 전략적 도시브랜딩을 위해서 전국에서 1차 법정문화도시로 7개 도시를 선정했다. 경기 부천, 강원 원주, 충북 청주, 충남 천안, 경북 포항, 부산 영도구, 제주 서귀포이다. 선정된 문화도시는 침체된 도심과 공동체 기능을 회복하고 지역주민의 문화적 삶을 증진하게 된다. 특히, 예술, 역사전통, 문화산업 등 특색있는 지역의 문화자산을 세계적인 브랜드로 키워 관광산업, 문화창업을 견인하는 역할을 할 것으로 기대되고 있다. 이에 본 연구는 기존의 지역마케팅과 도시브랜드 이론을 바탕으로 문화도시브랜딩 분석에 적합한 4P(Place, Product, People, Promotion)를 새롭게 도출하여 각 문화도시의 도시브랜딩 사례와 현황을 분석하였다. 또한, 도시브랜딩 평가측정모형을 제시함으로써 향후 문화도시활동의 프로세스를 개선할 수 있도록 제안하였다. 연구결과는 다음과 같다. 첫째, 문화도시만의 브랜드 아이덴티티가 차별화되고 명확할수록 효과적이다. 둘째, 문화도시만의 일관된 경험을 제공하는 콘텐츠 개발 시나리오가 필요하다. 셋째, 핵심 타깃과 차별적 4P요소를 중심으로 선형적이거나 비선형적인 디지털스토리텔링이 지속가능해야한다. 이번 연구가 지역을 활성화하고 삶의 질을 향상시키는 문화도시 브랜딩 활동에 새로운 기준점과 가이드라인이 될 수 있기를 기대한다.

City Branding from a Cultural Perspective -Cases of New York, Paris, and Busan

김재훈 한국공간디자인학회 2025 한국공간디자인학회논문집 Vol.20 No.3

(Background and Purpose) City branding has become a key strategy for cities seeking to establish a strong identity, foster economic resilience, and enhance global competitiveness. Particularly in times of crisis, branding has been employed as a tool for urban recovery, tourism promotion, and investment attraction. This study examines the impact of city branding on economic sustainability and urban resilience, using a comparative case study of New York, Paris, and Busan. By analyzing these cities' branding strategies, the research aims to demonstrate how branding extends beyond promotional campaigns to function as a comprehensive urban policy tool that integrates economic development, social engagement, and crisis response. (Method) This study adopts a comparative case study methodology, systematically analyzing branding strategies in the three cities. The research framework is built on literature reviews, theoretical discussions on resilience and sustainable branding, and empirical data analysis. Data collection includes government reports, academic literature, branding indices, and media sources to assess the impact of branding on economic recovery, tourism growth, investment trends, and public perception. A structured comparison identifies key branding elements and their broader implications for sustainable urban development. (Results) Findings indicate that city branding plays a crucial role in shaping public perception and driving economic recovery. New York's I Love NY campaign helped reverse economic decline by strengthening its tourism sector and global image. Paris' Paris, Je t'aime initiative was instrumental in restoring confidence and reviving tourism after the 2015 terrorist attacks, demonstrating the effectiveness of branding in crisis recovery. Busan, unlike New York and Paris, used branding as a proactive strategy to reposition itself as a cultural and smart city, addressing industrial decline and demographic challenges through film festivals, creative industries, and digital transformation. These cases demonstrate that effective branding requires structural urban transformation, policy integration, and active citizen participation, especially during economic, social, and environmental crises, rather than merely promotional campaigns. (Conclusion) This study confirms that city branding functions as a long-term strategic tool that influences urban resilience, economic growth, and global positioning. However, it also highlights potential risks such as over-commercialization, gentrification, and social displacement, which can arise when branding prioritizes external audiences over local communities. Future city branding strategies must ensure a balance between economic development and social inclusivity, integrating smart city innovations, sustainable planning, and participatory governance. By offering a comparative analysis of branding strategies, this research provides practical insights for policymakers, urban planners, and branding strategists, contributing to the development of effective and future-oriented city branding frameworks.

Culture-led city branding: The core value of design reputation for museums from an interdisciplinary approach

김서영,데이빗 핸즈 한국전시산업융합연구원 2019 한국과학예술융합학회 Vol.37 No.1

The main idea of the research was to review a topic on how the design reputation of museums can be incorporated with successful culture-driven city branding from interdisciplinary design perspective. The purpose of the research is to identify the core value of design reputation of museums in developing cultural city branding. Within the conceptual basis, subordinary questions and research propositions were developed. The scope of the research is to based on secondary sources from 2000 to 2018. The area of focus within the research are: (1) cultural city branding, (2) museums in city branding, and (3) architectural design in city branding. To build a substantial contextual framework, a section of literature review consists of two sub-sections. (1) impact of design reputation and city branding; (2) a theoretical model of brand communication (Kapferer). The review was conducted to suggest a redefined model within the context of the key findings at city brand communication level. Methodologically, construct a systematic framework of ‘meaning-making’ from a qualitative approach was the focus and an analytical method (Onwuegbuzie and Frels) of the literature review process was underpinned to conduct the research. The key findings from the research identified core topics to structure a contextual framework in terms of the relationship between the global phenomenon of museum design and culture-driven city branding. The section of the findings consists of the followings. Firstly, the use of architectural design reputation of museums and its impact on positioning a city towards a culturally-attractive destination. Secondly, the use of flagship brand museums and their further contribution to visible city brand identity. Third, the use of corporate museums and their exhibition contents can function as one of the key tools to value city brand authenticity. Lastly, a re-conceptualized model was formulated to redefine the core value of museums in design, which helps improve essential branding strategies for cities, from a physical landmark to a sense of civic pride. It is hoped that the outcomes of the research can contribute to building a more specified agenda and to define the new role of good design of museums in developing Seoul City branding for a future research project.

Culture-led city branding: The core value of design reputation for museums from an interdisciplinary approach

Kim, Seo Young(김서영),Hands, David(데이빗 핸즈) 한국전시산업융합연구원 2019 한국과학예술융합학회 Vol.37 No.1

The main idea of the research was to review a topic on how the design reputation of museums can be incorporated with successful culture-driven city branding from interdisciplinary design perspective. The purpose of the research is to identify the core value of design reputation of museums in developing cultural city branding. Within the conceptual basis, subordinary questions and research propositions were developed. The scope of the research is to based on secondary sources from 2000 to 2018. The area of focus within the research are: (1) cultural city branding, (2) museums in city branding, and (3) architectural design in city branding. To build a substantial contextual framework, a section of literature review consists of two sub-sections. (1) impact of design reputation and city branding; (2) a theoretical model of brand communication (Kapferer). The review was conducted to suggest a redefined model within the context of the key findings at city brand communication level. Methodologically, construct a systematic framework of ‘meaning-making’ from a qualitative approach was the focus and an analytical method (Onwuegbuzie and Frels) of the literature review process was underpinned to conduct the research. The key findings from the research identified core topics to structure a contextual framework in terms of the relationship between the global phenomenon of museum design and culture-driven city branding. The section of the findings consists of the followings. Firstly, the consumption of architectural design reputation of museums and its impact on positioning a city towards a culturally-attractive destination. Secondly, the role of flagship brand museums and their further contribution to visible city brand identity. Third, the utilization of corporate museums and their exhibition contents as one of the key tools to value city brand authenticity. Lastly, a re-conceptualized model was formulated to redefine the core value of museums in design, which helps improve essential branding strategies for cities, from a physical landmark to a sense of civic pride. It is hoped that the outcomes of the research can contribute to building a more specified agenda and to define the new role of good design of museums in developing Seoul City branding for a future research project.

도시브랜딩과 융합을 통한 포항스틸아트페스티벌의 미래전략

이진구 한국전시산업융합연구원 2018 한국과학예술융합학회 Vol.36 No.-

This study proposes Pohang city branding strategy and the ways how Pohang Steel Art Festival can create sole future value through distinguished and strategic convergence in the era bombarded with the constant festival floods where hundreds of festivals are carried out on a yearly basis. In Chapter 1, festivals, three types of city branding and successful branding cases, and their applicability to Pohang Steel Art Festival are proposed as research direction ranging over research background, purpose, methods and scope. In Chapter 2, the strategy and direction of city branding value and competitiveness based on literature review are examined. In Chapter 3, the cases of internationally successful cities based on the types of urban branding development are put into three categorized types :‘urban image emphasized type’-succession development type, ‘urban image alteration type’ - urban regeneration type, and‘urban image creation type’ – creative strategy. Plus, individual case’s intrinsic values and the secret key to success are analyzed.  In Chapter 4, based on the analysis, the strategy and future values of Pohang Steel Art Festival are suggested based on the three types of city branding. In the final concluding chapter, three city branding strategies dealt within this study are again concretely proposed. Firstly, urban image enhancement strategy – a solution of succession development : the fusion of iron and art, the symbol of the secondary industry and the convergence of high-tech science, culture and iron which is the emblem of the second industry Secondly, city image transformation strategy – a solution of city revitalization : inviting internationally renowned artists and art works, vitalization of residencies, joint research and participation of institutions, experts and civilian, and the establishment of educational institutions and continued research. Lastly, city branding creation type – a future planning strategy : establishment of B.I strategy, consistent activation, construction of internationally unique steel art festival image through differentiated values. 본 연구는 지차체 마다 매년 수십, 수백 개의 축제를 진행하는 축제 홍수 시대에 포항 도시브랜딩 전략과 포항스틸아트페스티벌이 차별화되고 전략적인 융합을 통해 유일한 미래가치를 창출하는 방안을 제시한다. 1장에서는 연구 배경과 목적, 연구방법과 범위에 대 하여 축제, 도시브랜딩의 세 가지 유형과 성공사례, 포항스틸아트페스티벌에 적용 가능성 등을 연구방향 으로 제안하였다. 2장에서는 문헌 고찰을 바탕으로 도시브랜딩의 가 치와 경쟁력에 대한 전략과 방향을 조사하였다. 3장에서는 도시브랜딩 개발의 유형을 바탕으로 국제 적으로 성공한 도시들의 사례를 세가지 유형인 도시이 미지 강조형-계승발전형, 도시이미지 변화형-도시재생 형, 도시이미지 창조형-창조전략형으로 구분하여 대입 하고 각각 그 가치와 성공 비결을 조사 분석하였다. 4장에서는 분석한 사례들을 바탕으로 도시브랜딩의 세 가지 유형에 근거하여 포항스틸아트페스티벌의 전 략과 미래가치를 구체적으로 제안하였다. 마지막 결론에서는 세 가지 유형 중 첫 번째인 도시 이미지 강화전략-계승발전의 방안으로 2차 산업의 상징인 철과 예술의 융합, 2차 산업의 상징인 철의 첨단 과학, 문화와의 융합, 두 번째인 도시이미지 변화전략재생의 방안으로 국제적으로 유명작가, 작품 유치 및 레지던시 활성화, 관과 전문가와 민의 공동 참여 및 연구, 교육기관 설립과 지속적인 연구, 세 번째인 도시 브랜딩 창조형-미래창조전략으로 B.I 전략 수립과 일 관성 있는 활성화, 차별화된 가치를 통한 국제적으로 유일한 스틸아트페스티벌 이미지 구축을 제시하고 각 각의 미래전략과 가치를 구체적으로 제안하였다.

도시브랜딩 믹스 요소를 통한 광주 ‘오월길(5·18 Road)’ 브랜딩 현황 분석 -OIPTCR 믹스 요소를 중심으로-

이무용 한국예술경영학회 2024 예술경영연구 Vol.- No.69

이 연구는 ‘오월길(5·18 Road)’이 광주의 도시브랜딩에 중요한 역할을 할 수 있다는 관점에서, 도시브랜딩 전략 요소에 대한 이론 고찰을 바탕으로 도시브랜딩 믹스 요소와 지표를 도출하고, 이를 적용하여 광주 오월길의 브랜딩 현황을 체계적·종합적으로 분석하는 것을 목적으로 한다. 연구 내용은 기존의 OIPTCR 믹스 요소와 도시브랜딩 전략 요소 연구를 통한 ‘OIPTCR 도시브랜딩 믹스 지표’ 도출, 오월길 추진 과정 정리, 오월길 브랜딩 현황 분석 및 시사점 도출 등이고, 연구 방법은 문헌 연구와 내용 분석, 실증 마케팅과 규범 마케팅 방법론을 적용한 사례 분석을 중심으로 하였다. 연구 결과 도시브랜딩 믹스 요소 6개(조직, 이미지, 상품, 타깃, 채널, 지역)에 따른 각 요소별 믹스 지표인 ‘OIPTCR 도시브랜딩 믹스 지표(총 24개 지표, 즉 조직 4개, 이미지 4개, 상품 5개, 타깃 4개, 채널 4개, 지역 3개)’를 도출하였다. 이를 오월길에 적용해 분석한 결과 총 18개의 지표를 중심으로 사업이 추진되었고, 6개의 지표(조직 1개, 이미지 2개, 타깃 3개)는 사업이 부재한 것으로 나타났다. 이 연구의 시사점은 도시브랜딩 믹스 지표를 새롭게 도출함으로써 브랜딩 믹스 이론 논의에 기여할 수 있고, 오월길 브랜딩 현황을 이론적·체계적·종합적으로 분석함으로써 오월길 사업의 활성화에 실무적으로 도움을 줄 수 있다는 점이다. This study started from the perspective that '5·18 Road' can play an important role in city branding in Gwangju. Based on the theoretical consideration of city branding strategy elements, the purpose of this study is to derive city branding mix elements and indicators, and apply them to systematically and comprehensively analyze the branding status of Gwangju 5·18 Road. The research contents include deriving the 'OIPTCR City Branding Mix Indicators' through the existing OIPTCR mix elements and city branding strategy elements research, arranging the process of promoting 5·18 Road, analyzing the current status of 5·18 Road branding, and deriving implications. The research method focused on literature research and content analysis, and case study applying empirical marketing and normative marketing methodology. As a result of the study, the 'OIPTCR City Branding Mix Indicators' (a total of 24 indicators, that is, 4 organization, 4 image, 5 product, 4 target, 4 channel, and 3 region), which are mix indicators for each element according to six elements of city branding mix (organization, image, product, target, channel, and region), was derived. As a result of applying and analyzing this to 5·18 Road, the project was promoted around a total of 18 indicators, and 6 indicators (1 organization, 2 image, 3 target) were found to have no project. The implications of this study are that it can contribute to the discussion of branding mix theory by deriving new city branding mix indicators, and that it can practically help revitalize the 5·18 Road business by theoretically, systematically, and comprehensively analyzing the current status of 5·18 Road branding.

도시 브랜드 가치 제고를 위한 플레이스 브랜딩에 관한 연구

장동련(Chang Don-ryun),전미연(Jun Mi-yeon),권승경(Kwon Seung-kyung) 한국디자인학회 2010 디자인학연구 Vol.23 No.4

In order to differentiate a city from other cities and ensure its identity, it is necessary to conduct a close examination of the properties and potential resources of the city, along with the essential values the city pursues, This can be done to instill what is known as 'Place Branding', which is based on such an examination. This paper focuses on 'Place Branding' to identify what types of 'Place Branding' affect a city's efforts to promote their brand values. It also attempts to develop measures of brand values as a factor of 'Place Branding' to evaluate the values of a city. For an assessment of the efforts to promote the values of a city, we divided such promotion efforts into several types, including 'Promoting the factors underlying the Environment/Culture,' 'Replacing Cultural Elements,' and 'Creating the factors underlying the Contents' depending on the city's potential resources and on the background of adopting a certain type of efforts for promotion. Each case is analyzed for each type. Finally, on the basis of the evaluation factors for city brands, we assess each case through in-depth interviews with experts. This paper may possibly be used as elementary data for conducting effective place branding. It also provides several measures that can be used to estimate a city brand using a 'Place Branding' process. Successful establishment of a city brand requires correct identification and diagnosis of the city's properties as well as the application of a type of place branding tailored to each property of the city. It also requires place branding supported by a strong network of stakeholders and innovative systems for citizens.

도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

박소영 관광경영학회 2017 관광경영연구 Vol.77 No.-

This study attempted to provide insight into city brand management by evaluating the role of city brand personality and brand-self congruence. This research was designed to investigate the effects of perceived city brand personality and self congruence on attitude toward city and especially the moderating role of city brand-self congruence on the relationship between city brand personality and attitude toward city. This study examined hypotheses through fictitious city brand experiment. This paper made two scenarios of virtual city with one city brand personality dimension named leading and stability characteristics. The results showed that city brand personality influenced attitude toward city positively. Consumers evaluated a city more favorably when perceived city brand personality was high than when it was low. Self congruence also affected attitude toward city significantly. Consumer had more positive attitude toward city when a degree of self congruence was high than when it was low. However self congruence didn't play significant moderating role in the relationship between city brand personality and attitude toward city. Theoretical and managerial implications of the findings were discussed.