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The purpose of this study was to investigate impacts of brand hearsay of “MICE City Busan” on perceived innovativeness of city residents and relationships among the perceived innovativeness, brand commitment, and citizenship behavior, including helping customers and providing feedback. Based on the existing literature, the research model was proposed and tested the hypotheses empirically. Survey questionnaires were collected from residents who live near hotel zone of Haeundae and BEXCO(Busan exhibition & convention center) in Busan. The data collected from 250 residents was analyzed through AMOS to test the relationships among constructs. The results showed that all sub-dimensions of the city brand hearsay except for publicity affected perceived innovativeness. Also, perceived innovativeness affects not only brand commitment, but citizenship behaviors. Lastly, brand commitment has influence on citizenship behaviors. This study provide both academic and practical implications for “MICE” city brand marketing industry.



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Brand Hearsay, Perceived Innovativeness, Brand Commitment, Brand Citizenship Behavior