Influence of Short Video Communication on the Brand Equity of Internet Celebrity Cities: A Case of Changsha City, China
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The rapid proliferation of short‑video platforms has fostered the prominent “internet‑celebrity city” phenomenon across China, yet limited empirical work explores how short‑video communication shapes urban brand equity. Grounded in Keller’s customer‑based brand equity model and Aaker’s brand equity framework, this work aims to examine how short‑video communication power, represented by creator characteristics and presentation form, influences public cognitive and emotional attitudes, as well as four core components of urban brand equity: brand awareness, brand loyalty, perceived quality, and brand association. Taking Changsha as a typical case of an internet‑celebrity city, this study collected 417 valid survey responses from short‑video users and applied structural equation modelling for data analysis. The results support all 12 proposed hypotheses: both creator characteristics and presentation form positively predict cognitive and emotional attitudes. In turn, cognitive and emotional attitudes exert significant positive effects on brand awareness, brand loyalty, perceived quality, and brand association. Emotional attitude produces the strongest predictive influence on perceived quality, whereas cognitive attitude has a more pronounced effect on brand awareness. This study extends brand‑equity theory to digital urban communication contexts. It offers actionable practical insights for city administrators to design short‑video content strategies that build and sustain urban brand equity, while advancing empirical understanding of public attitude formation within city‑branding digital media environments.
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ทัศนะและความคิดเห็นที่ปรากฏในบทความในวารสารศิลปการจัดการ ถือเป็นความรับผิดชอบของผู้เขียนบทความนั้น และไม่ถือเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการ ยินยอมว่าบทความเป็นลิขสิทธิ์ของวารสารศิลปการจัดการ
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