Research On The Influence Of City Brand Image On City Brand Loyalty Of Post-90s Residents

The city brand image and the city brand loyalty are the key elements of the city core competitiveness.However,as a brand entity,cities face many challenges such as the complexity of urban background and the diversity of stakeholders.Relevant research needs to supplement more situations(for example,the background of Chinese local cities is different from that of western countries,and the perspective of local residents is different from that of tourists.)Therefore,this study attempts to take Xiamen as an example,aiming at the post-90s local residents,to build their perception model of the city brand image,and further explore the relationship between them and the city brand loyalty.The main results of the two questionnaire surveys are as follows:first,based on exploratory factor analysis and confirmatory factor analysis,the city brand image perception model of the post-90s residents in Xiamen is constructed.There are four dimensions and twenty-two measurement items including nature and humanity,city service facilities,employment and economy and leisure;secondly,in the four dimensions of Xiamen city brand image,residents’ perception of city service facilities,employment and economy has a significant positive correlation with their city brand loyalty;thirdly,residents’ perception of nature and humanity and leisure in city brand image can improve residents’ satisfaction and city brand attachment,so as to enhance city brand loyalty.These findings not only make a strong supplement to the brand image measurement system from the situation of Chinese local cities and local young residents,but also provide practical reference for attracting more young talents to participate in the construction of city brand and promoting the communication strategy and effect improvement of city brand.