City Residents' Perception of MICE City Brand Orientation and Their Brand Citizenship Behavior: A Case Study of Busan, South Korea

City branding is an important strategic asset in publicizing a city's values for building a competitive global city. Brand orientation plays a vital role in understanding the identity of the city as branded by city authorities. However, successful city branding needs to be built upon consensus on the identity and core values of the city between city authorities and internal stakeholders. The engagement of internal stakeholders is an essential determinant for creating a consistent city brand in the long term. The purpose of this study is to examine the relationships among brand orientation, brand commitment, brand citizenship behavior, and brand pride among city residents. The findings of this study extend the brand orientation model suggested by Hankinson [2012. The measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: An exploratory study. Journal of Marketing Management, 28(7-8), 974-999.] and provide empirical evidence for the tourism literature on brand orientation in the context of a city brand. A self-administered survey of residents (N=240) was conducted at the Busan Exhibition and Convention Center (BEXCO), Busan, South Korea. The results for Hankinson's brand orientation model reveal that, among five dimensions, the brand reality is the most important brand orientation influencing the resident's brand commitment, followed by brand partnership, brand culture, and brand departmental coordination. In addition, the results of this study indicated that brand citizenship behavior was determined by brand commitment and led to brand pride. A utilization of the brand orientation can influence brand citizenship behavior through brand commitment, and brand citizenship behavior enhanced brand pride.