Earticle

초록

영어

This study aims to develop an indexation model that measures city brand equity and examines the causal relationship among the elements that constitute a city brand. First, the City Brand Equity Index (CBEI) model is developed that can compare a city’s brand equity with competing cities. An analysis using the model proves its high relevance. Second, a causal relationship of the constitutive elements of city brand equity is identified. The image of a city as a destination for residence, tourism or investment is found to have positive impacts on people’s brand attitude, which in turn has a positive effect on brand loyalty. Third, indexes are produced using weights in calculating the causal relationship among the elements. This method provides a clearer picture of the relationship of the elements and enables to better anticipate future changes among them. The calculated city brand equity index proves an effective tool in evaluating a city’s comparative competitiveness with other cities. The above-mentioned results suggest a strategic brand management is possible through regular and periodic evaluation and analysis. In other words, calculated indexes based on the city brand equity index model -- not only of the city concerned but also adjacent or competing cities -- together provide a city’s comparative brand value. They can also be used as preliminary data for future promotional activities in order to improve a city’s brand equity. In addition, independent evaluations and analyses of the indexes of the elements composing a city’s brand equity are helpful in judging the value of, and prioritizing, promotional activities aiming at increasing city brand equity value.

목차

I. 서론
 II. 이론적 배경
 III. 연구방법
 IV. 분석결과
 V. 결론 및 토의
 참고문헌
 부록
 Abstract

키워드

저자

• 구자룡 [ Koo, Ja-Ryong | 밸류바인컨설팅 대표컨설턴트 ] 주저자
• 이정훈 [ Lee, Jung-hoon | 경기개발연구원 책임연구원 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330