A study on the effects of city image and city brand equity on brand attitude towards living in the city and life satisfaction

The purpose of this study is to determine the effect of city residents' perceptions of city image, city brand equity on brand attitude towards living in the city and life satisfaction, and to determine the mediating effect of city brand equity on the effect of city image perceptions on life satisfaction and brand attitude towards living in the city. The sample of the study consists of 442 university employees working at Süleyman Demirel University and Isparta Uygulamalı Bilimler University. As a result of the analysis, it was determined that there are significant positive relationships between city image dimensions, city brand equity dimensions, brand attitude towards living in the city and life satisfaction. As a result of structural equation modeling, it was determined that natural environment, security and services among the dimensions of city image have a significant and positive effect on brand attitude towards living in the city and life satisfaction. In addition, it was determined that city brand loyalty, one of the dimensions of city brand equity, has a significant and positive effect on brand attitude towards living in the city and life satisfaction. Finally, it was determined that city brand loyalty and city brand perceived quality have mediating effects on the effect of city image dimensions on brand attitude towards living in the city and life satisfaction. Participants' perceptions of the city's infrastructure, socio-economics and emotional image were found to be the dimensions that had the most impact on the formation of city brand equity, brand attitude towards living in the city and life satisfaction.