City Brand Perceptions of the Living in Kayseri

The city brand aims to differentiate the city from other cities. While the city is been put forth the dominant and distinctive features, it is tried to create surplus value with those living in the city. It is deal to obtain economic contribution by encouraging investment towards city. Thus, it is aimed to increase the recognition of the city by creating a shared memory of the city. As you can see, one of the important factors in the branding of cities has been the people living in the city. How do people living in the city perceive the city? When the studies done on this subject are examined, the concept of city brand personality is comes out. Brand personality is defined as associating human characteristics with brand. Thus situated, the brand personality of the city can be expressed as being associated with the brand by matching the city with human characteristics. In this study, the answer to the question of how consumers perceive the city they have lived in according to their human characteristics is sought. In order to achieve this goal, it was conducted with 504 citizens living in the center of Kayseri by survey. When it is preparing the questionnaire, it is been based the brand personality scale of Aaker. Sampling method used for collecting data is sampled according to stratifiedof random sampling methods. Factor analysis was used in the analysis of the data. As a result of the research, it was determined that the consumers living in the center of Kayseri are perceived five city brand dimensions (sincerity, impressive, competent, social and enthusiastic)