Earticle

초록

영어

The purpose of this study is to examine the causal relationships among the perception of the Collective Efficacy, the Local Brand Image, the Local Brand Attitude, and the Local Brand Loyalty and to find policy implications on successful local development and place marketing's strategies. To achieve this purpose, this study reviews the existing literatures about the Efficacy, the Regional Brand and the Brand Equity, and then formulates some study hypotheses, and finally verifies them using a structural equation model. The main results of this study are as follows. 1) The Collective Efficacy affects the Local Brand Images which are the Tourism Image and the Investment Image. 2) The Collective Efficacy affects the Local Brand Attitude and the Local Brand Loyalty. 3) The Brand Images have statistically significant effects on the Local Brand Attitude. 4) The Local Brand Loyalty is affected by the Local Brand Attitude. The policy implications of theses finding is as follow. In order to make successfully the Local Brand Equity which are included by the Brand Image, the Brand Attitude, and the Brand Loyalty. The Local Government should make the best efforts to enhance residents participation by the program. That is to say, The local authorities and the local residents should work together in the local community's business such as the Local Festival or the Place Marketing Programs.

목차

Abstract
 1. 서론
  1.1 연구의 배경 및 목적
  1.2 연구의 범위 및 방법
 2 이론적 배경과 분석 틀
  2.1 집단효능감
  2.2 지역브랜드
  2.3 지역브랜드 측정모형
  2.4 연구가설과 연구모형
 3. 분석 자료
  3.1 설문구성 및 조사개요
  3.2 자료의 특성
  3.3 신뢰성 및 타당성 검증
 4. 분석 결과
  4.1 측정모혐의 검증
  4.2 연구가설의 검증
 5. 결론
  5.1 연구결과의 요약 및 함의
  5.2 연구의 한계 및 항후 연구방향
 참고운헌

키워드

저자

• 이세규 [ Lee, Se-Kyu | 동신대학교 도시 관광계학과 외래교수( ] 단독저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국지역개발학회지 [Journal of the Korean Regional Development Association]

• 간기

  연5회

• pISSN

  1225-9055

• 수록기간

  1989~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 322 DDC 330