Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)

Shaping City Brand Ambassadoship Behavior Through City Green Resource Brand

The Imperative Role of Residents in City Branding

Authors
Anni Rahimah
Corresponding Author
Anni Rahimah
Available Online 30 September 2021.
DOI
10.2991/aebmr.k.210928.011How to use a DOI?
Keywords
city image, resident satisfaction, city brand attitude, apathy, self-congruity theory
Abstract

Applying self-congruity theory, this research investigates how city green resource brands influence residents’ city ambassadorship behavior under the contingent condition of apathy. By employing cluster random sampling, research data were obtained from a sample of 266 residents of Surabaya, Indonesia. The findings disclose that city green resource brand building city image and ultimately, this image is found to escalate resident satisfaction and city brand attitude. Meanwhile, resident satisfaction reinforces the resident’s attitude regarding their city; these two viewpoints are found to serve located precursors in intensify city brand ambassadorship behavior. It is also revealed that city image affects city brand ambassadorship action through the mediating variables of residential satisfaction and city brand attitude. The most exciting result was that apathy has been found invigorated city green resource brands’ effect on city image. Gender, age, and stay duration act as control variables for the city ambassadorship behavior. Aside from the concept into the pathway of residents’ city brand attitudes and behavior are shaped, this study offers a framework for public policymakers and city marketers intervention to meliorate the city green resources.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2021
ISBN
978-94-6239-434-6
ISSN
2352-5428
DOI
10.2991/aebmr.k.210928.011How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Anni Rahimah
PY  - 2021
DA  - 2021/09/30
TI  - Shaping City Brand Ambassadoship Behavior Through City Green Resource Brand
BT  - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
PB  - Atlantis Press
SP  - 48
EP  - 55
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210928.011
DO  - 10.2991/aebmr.k.210928.011
ID  - Rahimah2021
ER  -