The Influence of Brand Experience in City Marketing

Abstract

This study aims to understand the extent to which brand experience influences city marketing by investigating its influence on visitor-based brand equity (based on consumer-based brand equity scale), as well as on the City Brand Love (CBL). The investigation focuses on the visitors of the city of Matosinhos. For this purpose, a study was carried out with Internet users who meet the requirements of having already visited the city at least once, using later validated study scales of brand experience, consumer-based brand equity, and brand love. A questionnaire survey was answered by a total of 224 respondents. The data collected were treated using SPSS statistical software in order to perform the described analysis of the variables and exploratory factor analysis, and the smart PLS software for the confirmatory factor analysis and the Structural Equation Model (SEM). The results confirm the influence of brand experience in CBL and CBBE. It was also demonstrated a significant influence of the CBBE in CBL. The study shows that brand experience influences in a relevant way city marketing and consequently the economic performance of it.