로컬브랜드자산과 장소성 인식, 행동의도에 관한 연구

The Impact of Local Brand Equity on Place Identity Perception and Behavioral Intentions

Purpose - The purpose of this study was to investigate the relationship between local brand equity and sense of place and between sense of place and behavior intention. Design/methodology/approach - This study collected 150 questionnaires and analyzed the data using the Principal Component Analysis (EFA) and the multiple regression analysis. Findings - First, the results showed that all components of local brand equity had positive (+) effects on sense of place components with the highest explanatory power, followed by place dependence, and then uniqueness and distinctiveness in order. Second, all sub-factors of sense of place had statistically significant positive (+) effects on behavioral intention. In particular, physical–environmental characteristics, place attachment, place dependence, uniqueness and distinctiveness, and cultural diversity had the greatest influence on behavioral intention, in that order. Third, local brand equity had a positive (+) effect on behavioral intention. Brand image, brand loyalty, perceived quality, and brand awareness, in that order, were found to exert significant positive (+) effects on behavioral intention. Research implications or Originality - The study provides foundational data for branding strategy by identifying which components of local brand equity have the strongest influence on sense of place.