This study explores the relationship between city livability and branding, focusing on London and Bangkok. Addressing identified gaps in the literature, the research emphasises the historical significance of livability amid urbanisation and population growth, stressing its role in competitive advantages and city branding. Identified research gaps include the need for an effective city livability framework and improved data collection methods. The study outlines research objectives, formulates guiding questions, and proposes a novel framework, drawing on perspectives from city stakeholders in Bangkok and London. A literature review merges city livability and branding theory, introducing a conceptual framework and hypotheses.
Bibliometric analysis examines the development of city livability and branding fields, providing insights into trends, thematic shifts, and contributions. Scale development involves a pilot study and the creation of a livability measurement tool, validated through a large-scale survey: 600 samples in total (300 Bangkok residents, and 300 London residents). The study tests both direct and indirect relationships between perceived city livability, personality, brand attitude, and behavioral intentions, the study employs multiple regression analysis within the Structural Equation Modeling (SEM), revealing both supported and non-supported connections. The research expands city branding theory and challenges existing notions about demographics' impact on perceived city personality and brand attitude. The integration model contributes to both city livability and branding fields.
In conclusion, this research significantly advances our understanding of the complex interplay between city livability and branding in London and Bangkok. By addressing identified gaps, it contributes to theoretical frameworks and offers practical applications for effective city management and brand enhancement, shedding light on factors influencing urban experiences. The findings provide valuable insights and pave the way for future research in this dynamic and critical area.
