title: Assessment of brand attractiveness of the city of Yekaterinburg based on “The brand box model”
metadata.name: dc.contributor.author
metadata.value: Mukhametov, Ruslan S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Sivkova, Nadezhda I.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2020-12-17T12:17:33Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2020-12-17T12:17:33Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2020-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Mukhametov R. S., Sivkova N. I. 2020. Assessment of brand attractiveness of the city of Yekaterinburg based on “The brand box model”. Vestnik of Saint Petersburg University. Management 19 (3): 385–404.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: http://doi.org/10.21638/11701/spbu08.2020.305
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/21710
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The aim of this paper is to evaluate the attractiveness of the city’s brand using the Brand Box
  Model by L. de Chernatony and G. McWilliam. Despite the fact that territorial branding has
  become an integral part of local political and administrative life, its success, as the literature
  review shows, is modest. The authors suggest that one of the reasons for this state of affairs is the
  imperfection of the methodology for measuring the city’s brand, and propose the testing of the
  Brand Box Model. The study presents the results of a sociological survey among the residents
  and visitors of the city of Yekaterinburg at the age of 18 and older with a total sample size of 465
  observations. The analysis made it possible to identify four groups of the public with different
  attitudes regarding the brand of the Ural capital. The results obtained indicate the influence of
  gender, age, and professional characteristics of respondents on the perception of functional and
  emotional-symbolic attributes of the city’s brand. The results were obtained using the K-means
  method, as well as the Ward’s method and the Euclidean distance square. The authors conclude
  that the Brand Box Model is an adequate theoretical construction for analyzing territorial brands.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 19; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: territory
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: city
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: image
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: place brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Brand Box Model
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Yekaterinburg
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Assessment of brand attractiveness of the city of Yekaterinburg based on “The brand box model”
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 385-404.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/21710/1/385-404.pdf
resources.format: Adobe PDF
resources.size: 240,16 kB