Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
권호 표지

Developing Local Brand Using Image

이미지를 활용한 지역브랜드 개발

  • 김미희 (농촌진흥청 국립농업과학원) ;
  • 박덕병 (농촌진흥청 국립농업과학원) ;
  • 노경희 (농촌진흥청 국립농업과학원) ;
  • 손은호 (농촌진흥청 국립농업과학원)
  • Received : 2010.10.08
  • Accepted : 2010.12.10
  • Published : 2010.12.30
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Abstract

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.

Keywords

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