Economic and Environmental Geology (자원환경지질)

The Korean Society of Economic and Environmental Geology (대한자원환경지질학회)
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A Study on the Differences in the Recognition of a Geosciences and Mineral Resources Institution's Brand Factors between the Internal and External Public

지질자원 기관 브랜드 요인에 대한 내외 공중 인식 차이 분석 연구

  • Kim, Chan Souk (Department of Advertising and Public Relations, Cheongju University)
  • 김찬석 (청주대학교 광고홍보학과)
  • Received : 2014.10.07
  • Accepted : 2014.11.10
  • Published : 2014.12.28
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Abstract

This study investigates the differences in the recognition of the brand factors of the Korea Institute of Geoscience and Mineral Resources (KIGAM) between the internal and external public. This study considers KIGAM's brand strategy among the various institutions contributing to the country's development. Through the analysis, this study provides strategic implications about science-related institutions as well as KIGAM. According to the results of the brand factors in various dimensions, differences in the recognition between the internal and external public were found to be evident. The results reveal that the internal public shows more positive attitude than the external public on the variables that affect KIGAM's branding strategies.

본 연구는 지질자원연구원의 브랜드 요인에 대해 내부 공중과 외부 공중의 인식 차이를 살펴보는 것이다. 국가 발전에 기여하는 다양한 기관들 중 본 연구는 지질자원연구원을 중심으로 브랜드화 전략에 대해 고찰하였다. 이러한 분석을 통해 지질자원연구원뿐만 아니라 과학 관련 기관들의 브랜드화 전략에 전략적 시사점을 제공하고자 했다. 다양한 차원의 브랜드 요인에 대해 분석한 결과, 내부 공중인 전문가 집단과 외부 공중인 비전문가 집단 사이의 인식차이가 뚜렷하게 나타나고 있음을 알 수 있었다. 전반적으로 지질자원연구원의 브랜드화 전략에 영향을 미치는 다양한 변수들에 대한 반응에서 내부 공중이 외부 공중보다 좀 더 긍정적임을 알 수 있었다.

Keywords

References

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