DOI QR코드

DOI QR Code

도시브랜드이미지 인식과 소비자 행동 연구

A Study on Perceived City Brand Image and Consumer Behavior

  • Park, Gwijeong (Dept. Business Administration, Gyeongsang National University) ;
  • Park, Soyoung (Dept. Business Administration, Gyeongsang National University)
  • 투고 : 2018.05.04
  • 심사 : 2018.07.20
  • 발행 : 2018.07.28

초록

본 연구는 최근 도시의 매력을 높이는 요소로 관심이 높아지고 있는 도시브랜드 개발에 관한 연구이다. 기존의 도시브랜드 아이덴티티 설계의 접근방식은 행정기관이나 도시정부관련 내부이해관계자의 입장에서의 접근이었지만 본 연구에서는 도시의 대표적 외부이해관계자인 소비자입장에서 도시브랜드를 파악 설계하는 접근방식을 취하였다. 즉, 본 연구의 목적은 도시브랜드의 대표적 이미지를 도출하고, 이를 근거하여 소비자행동을 규명하여 도시브랜드 커뮤니케이션에 대한 마케팅전략제시를 목적으로 한다. 연구목적달성을 위해 선행연구를 바탕으로 선도적, 안정적, 유희적 이미지의 3가지 도시브랜드 이미지차원을 도출하였고, 이를 바탕으로 가상의 도시에 대한 3개의 시나리오를 실험자극물로 제작하였다. 실험결과, 가상의 도시에 대한 전반적 도시브랜드태도, 거주의도, 관광의도는 선도적, 안정적, 유희적 이미지에 따라 유의한 차이를 나타냄을 확인할 수 있었다. 이러한 연구결과는 기존의 특정 도시에 대한 제한적 제언의 한계를 벗어나 도시브랜드 이미지에 대한 보편적 시사점을 제공할 수 있을 것으로 기대한다.

This paper is a study on city brand development which is increasingly interested as a means to enhance the attractiveness of the city. the previous research, the design of city brand identity was an application from the internal stakeholder's point of view related to the metropolitan government. However, in the present study, we tried to take a external approach that perceptions and designs city brands from the related to the consumer. For the purpose of research, based on previous studies, we extracted three images of leading, stable and amusing city brand images and prepared three scenarios for the imaginary city as experimental stimuli. The results showed that the overall city brand attitude, residence intention, and tourism intention to the imaginary city were significantly different according to the leading, stability and amusement brand image. According to the results of this study, it is necessary to continuously effort the development of city brand image which is perceived by consumers in order to differentiate city.

키워드

참고문헌

  1. J. G. Kwon & W. S. Choe. (2012). An Empirical Study on Effective Factor of City Brand Identity Formation by City Image Type. Journal of Brand Design Association of Korea, 10(4), 15-26. https://doi.org/10.18852/bdak.2012.10.4.15
  2. S. Y. Park. (2015). The Effects of City Brand Personality on Attitude toward City. Journal of Social Science, 26(3), 180-194.
  3. J. Y. Oh. (2012). The Study on the Dimension of City Brand Image and Consumers' Behavior. The Korean Journal of Advertising and Public Relations, 14(1), 182-217.
  4. J. L. Nasar. (1998). The Evaluative Image of the City, CA:Sane Publications, Inc.
  5. C. J. Yoo, T. G. Hwang & S. H. Lee. (2008). Exploratory Study on the Effects of City characteristics on City Brand Personality and City Evaluation. Asia Marketing Journal, 10(3), 31-57.
  6. T. K. Hwang & C. H. Song (2010). A Study of Influence of City-Brand Elements upon City-Brand Personality. Journal of the Korea Regional Economics, 17, 131-152.
  7. J. H. Kim & H. G. Kim. (2010). The Impact of Culture Resources on City Brand Personality, Relationship Quality, and Loyalty in Tourism City. Korean Journal of the science of Emotion & sensibility, 13(4), 741-752.
  8. K. S. Lee & J. M. Park. (2012). The Influence of Cultural Heritage City's Brand Personality on Visitor's Satisfaction and Recommended Intention. Journal of Tourism, 27(1), 213-230.
  9. S. D. Cho & M. H. Kim, (2014). Do Product Types and Brand Personalities Moderate the Relationships between Brand-Self Congruence and Brand Attachment?. Journal of Korean Marketing Association, 29, 1-21.
  10. J. L. Aaker, L. S. Fournier & S. A. Brasel. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1-16. https://doi.org/10.1086/383419
  11. M. L. Barnett, J. M. Jermier & B. A. Lafferty. (2006). Corporate Reputation: The Definitional Landscape. Corporate Reputation Review, 9, 26-38. https://doi.org/10.1057/palgrave.crr.1550012
  12. C. B. Bhattacharya & S. Sen. (2003). Consumer- ompany Identification: A Framework for Understanding Consumers' Relationships with Companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509/jmkg.67.2.76.18609
  13. T. L. Christensen & S. Askegaard. (2001). Corporate Identity and Corporate Image Revisited: A Semiotic Perspective. European Journal of Marketing, 35(3), 292-315. https://doi.org/10.1108/03090560110381814
  14. M. Omar, R. L. williams & D. Lingelbach. (2009). Global Brand Market-Entry Strategy to Manage Corporate Reputation. Journal of Product & Brand Management, 18(3), 177-187. https://doi.org/10.1108/10610420910957807
  15. H. M. Bae. (2008). A study on the influence of corporate social responsibility(CSR) on corporate image and reputation. The graduate school of Chung-Ang University.
  16. S. Y. Park. (2016). The Effects of Perceived City Brand Personality on Attitude toward City and Residence Intension of Cultural Tourism Festivals City. International Journal of Tourism and Hospitality Research, 30(3), 215-226. https://doi.org/10.21298/IJTHR.2016.03.30.3.215
  17. B. Moon & Y. N. Rhee. (2010). Enhancing City Brand Attitude through Brand Personality. The Korean Journal of Advertising and Public Relations, 12(2), 182-213.
  18. D. I. Kim & H. S. Kang (2018). A Study on the Influence of Apartment Brand Image on Occupancy Satisfaction, Journal of the Korea Convergence Society, 9(3), 241-247. https://doi.org/10.15207/JKCS.2018.9.3.241
  19. K. H. Cho & H. S. Bae (2017). Convergence study of the in-flight meal quality on customer satisfaction, brand image and brand loyalty in airlines, Journal of the Korea Convergence Society, 8(12), 317-327. https://doi.org/10.15207/JKCS.2017.8.12.317
  20. J. M. Kim (2017). Study on Intention and Attitude of Using Artificial Intelligence Technology in Healthcare, Journal of Convergence for Information Technology, 7(4), 53-66. https://doi.org/10.22156/CS4SMB.2017.7.4.053