From Attractiveness to Image and Loyalty: The Dynamics of Istanbul as a Brand City
XXVI. IBANESS Congress Series on Economics, Business and Management – Mitrovica / Kosovo, Mitroviça, Kosova, 10 - 11 Ekim 2026, ss.1, (Özet Bildiri)
- Yayın Türü: Bildiri / Özet Bildiri
- Basıldığı Şehir: Mitroviça
- Basıldığı Ülke: Kosova
- Sayfa Sayıları: ss.1
- Recep Tayyip Erdoğan Üniversitesi Adresli: Evet
Özet
The pursuit of
differentiation accelerated by globalization has transformed cities from mere
places of residence into strategic actors in national and international
competition. Cities’ cultural and natural assets, together with their
infrastructure, safety, education, healthcare, and social amenities, play a
decisive role in shaping branding strategies. City image, formed through
individuals’ perceptions of these attributes, integrates the city’s
multilayered character, facilitates differentiation, and contributes to the
development of enduring bonds between individuals and the city. This study aims
to determine the effects of the attributes constituting Istanbul’s city brand
attractiveness on city brand image and city brand loyalty. By examining
attractiveness, image, and loyalty within an integrated model, the study seeks
to contribute to the city branding literature and guide decision-makers in
identifying priorities for strengthening Istanbul’s brand value.
A descriptive research design was adopted, and the target
population comprised individuals residing in Istanbul. Participants were
selected through judgmental sampling, a non-probability sampling technique.
Data were collected through an online survey between December 29, 2024, and February
19, 2025, and 397 valid questionnaires were included in the analysis.
Statements measuring city attractiveness, city brand image, and city brand
loyalty were evaluated using a five-point Likert scale. Data analysis involved
frequency and descriptive statistics, exploratory factor analysis, and
consistent partial least squares structural equation modeling (PLSc-SEM). The
statistical significance of the path coefficients was assessed through
bootstrapping with 10,000 subsamples.
The findings indicate that infrastructure positively
influences both vibrant image (β=0.588; p<0.001) and original-symbolic image
(β=0.536; p<0.001). Price and value (β=0.211; p=0.012), recreational
opportunities (β=0.211; p=0.010), and outdoor activities (β=0.318; p<0.001)
positively affect unique image. Furthermore, safety (β=0.217; p=0.006),
recreational opportunities (β=0.413; p<0.001), and unique image (β=0.300;
p=0.022) are significant predictors of city brand loyalty. The model explains
52.2% of the variance in city brand loyalty. The results suggest that Istanbul’s
brand city strategy should jointly prioritize infrastructure, safety,
recreational and outdoor opportunities, and the development of a unique city
image.