Abstract:

The aim of this study is to present the factors affecting the perceptions of the city brand of people living in Ecuador with a proposed research model. In the proposed model, social life, culture, trust, environment, job opportunities, internationalization, traffic, education opportunities, dimensions are discussed. The relationship between the dimensions included in the model and the first dimension, the upper dimension defined as city brand perception and the factors affecting the quality of life of the city were investigated by second level confirmatory factor analysis. In the study, the existence of the upper dimension defined as city brand perception and the factors that affect the quality of life of the city may be sub-dimensions of the upper dimension were evaluated with second-order confirmatory factor analysis. The standardized path coefficients between traffic, education opportunities, social life and environment quality and city brand perception were estimated as 0.77; 0.76; 0.75 and 0.61.

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