도시브랜드개성과 도시에 대한 소비자 태도와의 관계에서 정주의식의 조절효과 연구

This study attempted to provide insight into city brand management by evaluating the role of city brand personality and settlement consciousness. This research was designed to investigate the effects of perceived city brand personality on attitude toward city and especially the moderating role of settlement consciousness on the relationship between city brand personality and attitude toward city with citizen. As a result, city brand personality was classified three dimensions such as likeableness, possibilities and enjoyment and likeableness and enjoyment dimensions were influenced attitude toward city positively. The results also showed that consumers evaluated attitude toward city more favorably when settlement consciousness was high than when it was low. The difference of attitude toward city between high and low of perceived city brand personality decreased when settlement consciousness was high. This means that the relationship between city brand personality and attitude toward city was moderated by settlement consciousness. Theoretical and managerial implications of the findings were discussed.