HOW FAR DOES MAYOR'S PERSONAL BRAND RAISES BRAND ATTITUDE? (A SURVEY AT BANDUNG CITY, INDONESIA)
Keywords:
Brand Attitude, City Branding, Personal Brand, BandungAbstract
This research conducted at Bandung City with the aim of analyzing things to strengthen the city branding of Bandung as an attractive city to live, and to test the influence of Bandung mayor’s personal brand in the period of 2013-2018 either directly to the brand attitude of the citizens, and indirectly through city branding to the emergence of brand attitude. This research uses descriptive analysis and verification analysis. Data processing using IBM SPSS AMOS Ver. 20. The findings obtained that the Bandung mayor's personal brand in the period 2013-2018 is significant and has positive impact to the strengthening of city branding “Bandung as an attractive place to live”. It also observed that the city branding significantly affects the emergence of brand attitude positively, while Bandung mayor's personal brand has no direct influence on the emergence of brand attitude of citizens, even exhibit opposite and negative effect if it is directly connected to the brand attitude.
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