Flexible Identity in City Branding: The Role of Brand Personality in the Cognition–Affect–Behavioral Intention Model

ABSTRACT While limited research has addressed the dynamic nature of city brand identities, flexible identity (FI) offers a useful lens for understanding multiple city brand personalities. This study examines the structural relationships among FI, city brand personality, cognitive image, affective image, and behavioral intention in Busan, Korea. Based on a sample of 315 respondents, Partial Least Squares Structural Equation Modeling was applied to test the proposed model. Findings indicate that variability and core identity significantly influence all dimensions of city brand personality. Attractiveness and dynamism positively influence affective image, whereas innovativeness and reliability enhance cognitive image. This study confirmed the mediating role of both cognitive and affective image. Cognitive image influences affective image, whereas both cognitive and affective images are positively associated with behavioral intention. The study advances theoretical understanding of FI in city branding and provides practical insights for managing complex and evolving urban brand identities in global tourism markets.