이미지를 활용한 지역브랜드 개발

• 영문명: Developing Local Brand Using Image
• 발행기관: 한국농촌지도학회
• 저자명: 김미희(Mi Heui Kim) 박덕병(Duk Byeong Park) 노경희(Kyung Hee Roh) 손은호(Eun Ho Son)
• 간행물 정보: 『농촌지도와 개발』17권 4호, 827~849쪽, 전체 23쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

The study aims to examine the brand image for developing place name and local brand to create effective development. The data were collected purposive sampling technique by face-to face interview. 154 of resident and 152 of visitor in Seocheon county were used for analysis. Collected data were analyzed by ANOVA and factor analysis. The study found that it was deducted as passionate, comfortable, conservative image through exploring factor analyze that was about brand image`s individuality in Seocheon county. And, it had an order that was Konmoe(29.2%), Solli(20.8%),Soya(17.5%) on resident, Konmoe(30.9%), Solli(19.7%), Munitgol(16.4%) on visitor,in place name favorable degree of the nature village. Results suggest that place name be utilized by brand individuality for place marketing effectively.

키워드

지명 Place Name 이미지 Image 지역 브랜드 Local Brand