2030세대 도시와 국가 브랜드 인식 : 지각된 적합성과 관계성에 대한 탐색
2030 Generation City and National Brand Perception : Exploring Perceived Fit and Relationships
- Resource Type
- Article
Text
- Authors
- 문현지; 안순태; Hyeonji Mun; Soontae An
- Source
- 광고PR실학연구, 02/28/2024, Vol. 17, Issue 1, p. 7-31
- Subject
- 장소브랜드
도시브랜드
국가브랜드
브랜드구조
지각된 적합성
Place brand
City brand
National brand
Brand structure
Perceived fit
- Language
- Korean
- ISSN
- 2005-2618
The purpose of this study is to identify the effect of perceived fit between National brand and City brand as well as Relationship with National brand on City brand evaluation. To establish and implement more effective strategy in the context of place brand structure, the present study focuses on coherence between national brand’s and city brand’s concept recognized by stakeholder. This study applied the factor of ‘perceived fit’ in brand extension strategy for confirming this effect on city brand evaluation. A between-subjects experiment using 2 (Relationship with national brand: High/Low) X2 (Perceived fit: High/Low) factorial design was used to test interaction effect on city brand evaluation. This study was able to demonstrate empirically the influence of coherence between parent and sub brands on the sub-brand evaluation within a place brand structure using perceived fit factors in brand extension strategy. Also, by confirming the interaction effect between the perceived fit and the relationship with the parent brand, it was found that reminding the relationship between the brands could serve as a communication cue for the brand evaluation. This study will be meaningful in that it provided a practical basis for establishing an efficient communication strategy in place brand management in Korea.