Determinant attributes of city brand personality that influence strategic communication

• Main Authors: Ahmad, Muhamad Fazil, Abdullah, Zulhamri, Tamam, Ezhar, Bolong, Jusang
• Format: Article
• Published: Canadian Academy of Oriental and Occidental Culture 2013
• Online Access: http://psasir.upm.edu.my/id/eprint/27893/; http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130902.9002

This paper examines the determinant attributes of city brand personality that influence strategic communication of Bandar Melaka world heritage city UNESCO. The results will provide insight on the development of a city brand personality scale, that can be applied in the Malaysian context. Based on A...