Discovering the relevance of the personality of the destination brand - a literature review




city brand personality; place brand personality; destination brand personality; city brand perception; city image.


Brand personality is highly significant for creating brand loyalty to withstand pressure in the highly competitive environment. Due to the cosmopolitanism and affordable traveling, people have become jaded and hard to surprise, thus, cities’ authorities must create smart destination brand personalities to attract more visitors. The aim of this paper is to gather the most popular city branding tools, trends and similarities through bibliometric study and present a broad view of the researches that have been conducted regarding destination brand personality. As a methodology, it uses a qualitative analysis which was made by exploring a scientific database. A common ground for all previous research on the topic tends to be the 5 Aaker’s Brand Personality Scale dimensions (1997) or extended to the 6 dimensions scale used in the most recent studies. The limitations of the research can indicate that there are still gaps in the literature connected to this topic, and the paper includes suggestions to fill them in. Most of the studies had focused on tourists’ perspective, and do not take residents’ views into consideration. As main results, we found that, research shows that young residents should be more involved into the destination’s branding process. Also, social media platforms as a marketing tool for promoting cities and gathering feedback from locals and tourists are understudied.

Biografia do Autor

António Cardoso, Instituto Politécnico de Viana do Castelo: Viana do Castelo, Portugal

Bachelor in Marketing (Instituto Superior de Ciências da Informação e da Empresa);
Degree in Marketing (University Fernando Pessoa);
Master in Design & Marketing (Minho University);
PH. D. Engineering: Management & Design (Minho University).
Assistant Professor at University Fernando Pessoa.
Coordinator: Bachehor in Business Sciences UFP), Management and Accounting (UFP); Master in Business Sciences; MBA in Business Sciences; PG in Design and Innovation, PG in kids Marketing.

Manuel Sousa Pereira, Instituto Politécnico de Viana do Castelo, Portugal

Manuel Joaquim de Sousa Pereira. Concluiu o Doutoramento em ciencias da comunicação (2014) Mestrado em ciências da comunicação (2008) pela Universidade de Santiago de Compostela e Mestrado em marketing e comunicação estratégica(2004) e Licenciatura em Relações Públicas (1998) pela Universidade Fernando Pessoa. É Professor no Instituto Politécnico de Viana do Castelo tendo sido Professor Auxiliar na Universidade Portucalense Infante Dom Henrique. Publicou 13 artigos em revistas especializadas. Possui 5 capítulo(s) de livros e 3 livro(s). Organizou 10 evento(s). Participou em 114 evento(s). Orientou 2 dissertação(ões) de mestrado. Orientou 16 trabalho(s) de conclusão de curso de licenciatura/bacharelato. Atua na(s) área(s) de Ciências Sociais com ênfase em Outras Ciências Sociais. Nas suas atividades profissionais interagiu com 20 colaborador(es) em coautorias de trabalhos científicos. No seu currículo Ciência Vitae os termos mais frequentes na contextualização da produção científica, tecnológica e artístico-cultural são: Comunicação estratégica; Efciência comunicacional; Gestão de talentos; Estratégia organizacional; Comunicação pessoal; Interatividade comunicacional; Dinâmica aprendente; Congresso Internacional IBERCOM; Eficiência comunicacional; gestão de talentos; estratégia organizacional; Communicational efficiency; Talent management; Organizational innovation; Liderança pessoal; Efciência empresarial; Gestão da comunicação; Eficiência empresarial; patrocínio; intenção de compra; Oakley; eventos desportivos; comportamento do consumidor; sponsorship; buy intention; sporting events; consumer behavior; .


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Como Citar

Cardoso, A. ., Fomina, I. ., Dimitrova, M. ., & Sousa Pereira, M. (2022). Discovering the relevance of the personality of the destination brand - a literature review. Marketing & Tourism Review, 7(1).