Author(s)

Gong Yueqing ¹, Liu Ying ²

Affiliation(s)

¹ School of Culture and Communication, Beijing International Studies University, Beijing, 100024, China
² Communication University of China Advertising Institute, Beijing, 100024, China

Corresponding Author

Gong Yueqing

ABSTRACT

This article sorts out the core concepts of city brand image, national image, regional image, brand image, etc., and generalizes the dimensions of city brand image. Based on the current international communication capacities of China's megacities, represented by Beijing, qualitative research methods such as in-depth interviews and content analysis are used to determine the dimensional model of city brand image from the perspective of international communication. Finally, a questionnaire is developed for empirical research of foreigners, and a city brand image scale from the perspective of international communication is written through exploratory and confirmatory factors, including 6 dimensions of Economy, Politics, Industry, Nature, Culture and Public welfare, with a total of 17 items, aiming to provide an effective measurement tool for the evaluation of the international communication effect of city brands.

KEYWORDS

City brand; international communication; brand image

CITE THIS PAPER

Gong Yueqing, Liu Ying, Developing and Validating Scales for City Brand Image from the Perspective of International Communication. Media and Communication Research (2024) Vol. 5: 171-178. DOI: http://dx.doi.org/10.23977/mediacr.2024.050127.

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