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Brand personality and destination im...

University of Nevada, Las Vegas.

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Brand personality and destination image of Istanbul: A comparison across nationalities.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand personality and destination image of Istanbul: A comparison across nationalities./
作者:	Sahin, Safak.
面頁冊數:	117 p.
附註:	Adviser: Seyhmus Baloglu.
Contained By:	Masters Abstracts International47-01.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1456366
ISBN:	9780549692461

Brand personality and destination image of Istanbul: A comparison across nationalities.
Sahin, Safak.

Brand personality and destination image of Istanbul: A comparison across nationalities. - 117 p.

Adviser: Seyhmus Baloglu.

Thesis (M.S.)--University of Nevada, Las Vegas, 2008.

This study is intended to measure brand personality and destination image of Istanbul (Istanbul, Turkey) and compare the perceived image and personality across different nationalities. A representative sample of 334 tourists was surveyed while visiting Istanbul and 272 usable surveys were analyzed in SPSS 15. The survey instrument included quantitative and qualitative (open ended) items to better grasp the visitors' individual perceptions. Respondents were grouped into four segments depending on the geographic and cultural proximity of their nationalities: USA, UK, Europe, and East Asia. Factor analysis was conducted to find underlying image and personality dimensions. Next ANOVA was conducted to identify significant image and personality variations across different nationalities. ANOVA findings showed that there are statistically significant perception differences across different nationalities for cognitive and overall image, as well as for personality perception and behavioral intension to recommend. Practical and theoretical implications are also discussed.

ISBN: 9780549692461Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Brand personality and destination image of Istanbul: A comparison across nationalities.
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502 $a Thesis (M.S.)--University of Nevada, Las Vegas, 2008.
520 $a This study is intended to measure brand personality and destination image of Istanbul (Istanbul, Turkey) and compare the perceived image and personality across different nationalities. A representative sample of 334 tourists was surveyed while visiting Istanbul and 272 usable surveys were analyzed in SPSS 15. The survey instrument included quantitative and qualitative (open ended) items to better grasp the visitors' individual perceptions. Respondents were grouped into four segments depending on the geographic and cultural proximity of their nationalities: USA, UK, Europe, and East Asia. Factor analysis was conducted to find underlying image and personality dimensions. Next ANOVA was conducted to identify significant image and personality variations across different nationalities. ANOVA findings showed that there are statistically significant perception differences across different nationalities for cognitive and overall image, as well as for personality perception and behavioral intension to recommend. Practical and theoretical implications are also discussed.
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