Araştırma Makalesi
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LOYALTY IN CITY MARKETING: THE CASE OF ISTANBUL

Yıl 2017, Cilt: 5 Sayı: 1, 77 - 91, 01.06.2017

Öz

There are many popular cities known as real brands in the world. In Turkey these cases are very limited. Istanbul is likely to be the most popular one. Especially tourists perceive the city as one of the most valuable brands in the whole world. However, citizens frequently complain about the crowd and also traffic in the city. Governors make an effort to promote their cities to become brands. Loyalty is one of the most important outputs of city branding. It is questioned in this research if it could be applied to cities as well. People thought to become loyal to the city that they were born or they live. The aim of this paper is to define the behavioral and attitudinal loyalty differences due to the individuals' place of birth and the place they currently live. A descriptive research was designed in order to examine the topic. Data were gathered from 170 respondents via online surveys. Parametric analyses were used to investigate the data because of their statistical power. According to the research results attitudinal loyalty was higher in the birthplace and behavioral loyalty in the current location. This paper seems to be valuable for researchers that it applies loyalty concepts to a city.

Kaynakça

  • Aaker, D. A., (1991). Managing Brand Equity. New York: Free Press.
  • Anholt, S., (2004). Nation-Brands and the Value of Provenance. In N. Morgan, A. Pritchard, R. Pride, Destination Branding. Burlington: Elsevier Butterworth-Heinemann. pp. 26-39. Artuğer, S., Çetinsöz, B. C.
  • and Kilic, I., (2013). “The Effect of Destination Image on Destination Loyalty: An Application in Alanya”. European Journal of Business and Management, 5(13), 124-136.
  • Balibrea, Mari Paz. (2001). “Urbanism, Culture and the Post-industrial City: Challenging the Barcelona Model”, Journal of Spanish Cultural Studies, (2), 87-210.
  • Chaudhuri, A. and Holbrook, M. B. (2001). “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing 65(April):81–93.
  • Cross, T. G., Loewenstein, A. and Sheller, A., (2004). Municipal Marketing in Los Angeles, University of Southern California, School of Policy, Planning, and Development.
  • Dick, Alan S. and Kunal Basu., (1994). "Customer Loyalty: Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Erickson, B. and Roberts, M., (1997). "Marketing Local Identity", Journal of Urban Design, 2(1), 35-59.
  • Gordon, I., (1999). "Internationalisation and Urban Competition", Urban Studies, 36(5-6), 1001-1016.
  • Hankinson, G., (2001). "Location Branding – A Study of the Branding Practices of 12 English Cities", Journal Brand Management, 9(2), 127-142.
  • Jacoby, Jacob and Robert W. Chestnut, (1978). Brand Loyalty: Measurement and Management, New York: John Wiley.
  • Kavaratzis, M. (2004). "From City Marketing To City Branding: Towards A Theoretical Framework For Developing City Brands", Place Branding, 1(1), November 2004, 58-73(16).
  • Kotler, P., (1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th edition. Upper Saddle River, New Jersey: Prentice Hall International, Inc.
  • Lau, G. T. and Lee, S. H., (1999). "Consumers’Ttrust in a Brand and the Link to Brand Loyalty", Journal of Market Focused Management, 4, 341–370.
  • Lim, K. S., (1997). "Brand Loyalty and Situational Effects: An Interactionist Perspective" Journal of International Consumer Marketing, 9(4), 95–115.
  • Moilanen, T., Rainisto, S., (2009). City and Destination Branding. In T. Moilanen, S. Rainisto, Theorical Framework for Developing a Place Brand. London: Palgrave Macmillan. pp. 3-22.
  • Mommaas, H., (2002). City Branding: De Noodzaak Van Sociaal-Culturele Doelen. In City Branding, Image Building & Building Images. Rotterdam: NAi Uitgevers.
  • Nebenzahl, I., (2004). "Opinion Pieces. Where is Place Branding Heading", Place Branding, 1(1), 12-35.
  • Odin, Yorick, Nathalie N. Odin, and Pierre Valette-Florence., (2001). “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, 53(2), 75–84.
  • Oliver, R. L., (1999). "Whence Consumer Loyalty?", Journal of Marketing, 63(Special Issue), 33-44.
  • Schmitt, B., (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate Your Company and Brands, New York: The Free Press.
  • Smyth, H., (1994). Marketing the City: the Role of Flagship Developments in Urban Regeneration, Taylor & Francis.
  • Srinivasan, Srini S., Rolph Anderson, and Kishore Ponnavolu, (2002). "Customer Loyalty in E-Commerce: An Exploration of its Antecedents and Consequences." Journal of Retailing, 78, 41-50.
  • Van den Berg, L. and Braun, E. (1999). "Urban Competitiveness, Marketing and the Need for Organising Capacity". Urban Studies, 36(5-6), 987-999.
  • Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman. (1996). "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(April), 31-46.
Yıl 2017, Cilt: 5 Sayı: 1, 77 - 91, 01.06.2017

Öz

Kaynakça

  • Aaker, D. A., (1991). Managing Brand Equity. New York: Free Press.
  • Anholt, S., (2004). Nation-Brands and the Value of Provenance. In N. Morgan, A. Pritchard, R. Pride, Destination Branding. Burlington: Elsevier Butterworth-Heinemann. pp. 26-39. Artuğer, S., Çetinsöz, B. C.
  • and Kilic, I., (2013). “The Effect of Destination Image on Destination Loyalty: An Application in Alanya”. European Journal of Business and Management, 5(13), 124-136.
  • Balibrea, Mari Paz. (2001). “Urbanism, Culture and the Post-industrial City: Challenging the Barcelona Model”, Journal of Spanish Cultural Studies, (2), 87-210.
  • Chaudhuri, A. and Holbrook, M. B. (2001). “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing 65(April):81–93.
  • Cross, T. G., Loewenstein, A. and Sheller, A., (2004). Municipal Marketing in Los Angeles, University of Southern California, School of Policy, Planning, and Development.
  • Dick, Alan S. and Kunal Basu., (1994). "Customer Loyalty: Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Erickson, B. and Roberts, M., (1997). "Marketing Local Identity", Journal of Urban Design, 2(1), 35-59.
  • Gordon, I., (1999). "Internationalisation and Urban Competition", Urban Studies, 36(5-6), 1001-1016.
  • Hankinson, G., (2001). "Location Branding – A Study of the Branding Practices of 12 English Cities", Journal Brand Management, 9(2), 127-142.
  • Jacoby, Jacob and Robert W. Chestnut, (1978). Brand Loyalty: Measurement and Management, New York: John Wiley.
  • Kavaratzis, M. (2004). "From City Marketing To City Branding: Towards A Theoretical Framework For Developing City Brands", Place Branding, 1(1), November 2004, 58-73(16).
  • Kotler, P., (1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th edition. Upper Saddle River, New Jersey: Prentice Hall International, Inc.
  • Lau, G. T. and Lee, S. H., (1999). "Consumers’Ttrust in a Brand and the Link to Brand Loyalty", Journal of Market Focused Management, 4, 341–370.
  • Lim, K. S., (1997). "Brand Loyalty and Situational Effects: An Interactionist Perspective" Journal of International Consumer Marketing, 9(4), 95–115.
  • Moilanen, T., Rainisto, S., (2009). City and Destination Branding. In T. Moilanen, S. Rainisto, Theorical Framework for Developing a Place Brand. London: Palgrave Macmillan. pp. 3-22.
  • Mommaas, H., (2002). City Branding: De Noodzaak Van Sociaal-Culturele Doelen. In City Branding, Image Building & Building Images. Rotterdam: NAi Uitgevers.
  • Nebenzahl, I., (2004). "Opinion Pieces. Where is Place Branding Heading", Place Branding, 1(1), 12-35.
  • Odin, Yorick, Nathalie N. Odin, and Pierre Valette-Florence., (2001). “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, 53(2), 75–84.
  • Oliver, R. L., (1999). "Whence Consumer Loyalty?", Journal of Marketing, 63(Special Issue), 33-44.
  • Schmitt, B., (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate Your Company and Brands, New York: The Free Press.
  • Smyth, H., (1994). Marketing the City: the Role of Flagship Developments in Urban Regeneration, Taylor & Francis.
  • Srinivasan, Srini S., Rolph Anderson, and Kishore Ponnavolu, (2002). "Customer Loyalty in E-Commerce: An Exploration of its Antecedents and Consequences." Journal of Retailing, 78, 41-50.
  • Van den Berg, L. and Braun, E. (1999). "Urban Competitiveness, Marketing and the Need for Organising Capacity". Urban Studies, 36(5-6), 987-999.
  • Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman. (1996). "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(April), 31-46.
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

İlknur Bilgen

Gülsüm Vezir Oğuz

Yayımlanma Tarihi 1 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 5 Sayı: 1

Kaynak Göster

APA Bilgen, İ., & Vezir Oğuz, G. (2017). LOYALTY IN CITY MARKETING: THE CASE OF ISTANBUL. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 5(1), 77-91.

Nişantaşı Üniversitesi kurumsal yayınıdır.