A STUDY ON THE EFFECT OF THE CITY PROMOTION FILM’S VIEWER RESPONSES ON BRAND CITIES IMAGE

The concept of brand city has become popular and concerned issue in recent years for city managers and academics as a key issue. A brand city is seen as one of the most important consequences of the city be coming well-living place and increasing welfare of it'sin habitants. In city branding process, the importance of communication studies are undeniable. Promotion activities are part of these communication studies. City administrators (Governors, Mayors, District Governors) are engaged in many activities topromote their cities. Promotional films are the most important of these activies. Almost every city or district has at leastone promotional film and these promotional films generally offer various snap shot stop people about the historical, cultural and natural beauty of the cities. In this way it is trying to make positive contribution to the brand image of the city. Even though these films are published both in the traditional media and in the social media, there is not enough information about how cities are promoted by these films and how they contribute to the promotion of cities. This study aim storeveal how the viewer reactions of the city promotion films affect the brand image of the city. Survey technique has bee nused in this work which is of great importance because it is one of ther are studies performed in this area. The data obtained across Turkey via online data collection technique and it analysed by frequency factor and regression analysis. As a result of the analyzes made, the effects of the audience reaction factors of city promotion films on qualitative and competitive brand image of the city are revealed. According to reached results the city promotion film’s viwer responses effects to city brands image via alienation and empathy factors