| Summary: | City brand strategies play an important part in building strong identities for cities and also for effective promotional campaigns. The purpose of this research is to analyze in more depth the dimensions of the City Brand Personality of Iași, as identified in previous research. The objectives of the present study are to: (1) understand the impact of each dimension upon the entire construct; (2) identify the possible connections between the perception of the city brand personality and the perceptions on particular city features; (3) identify the possible inter-connections between the resulting dimensions. An Independent Samples t test, Discriminant analysis, and Correlations and Regressions analysis were conducted. The dimension Peacefulness/Sincerity has the highest positive impact, while the dimension Malignacy has the lowest negative impact. Respondents who consider the city to be relatively young rate the personality features better for the dimensions of Peacefulness/Sincerity and Competence. Competence and Peacefulness/Sincerity are strongly related. Improving the perception of features composing the Competence dimension leads to an improvement of the entire City Brand Personality. Future research could specifically identify the types of sustainable activities that could be associated with the desired personality traits.
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