Browse > Article
http://dx.doi.org/10.17703/JCCT.2018.4.1.225

A study on the situation and awareness of local brand -focus on Chungnam local brand-  

LEE, EUNYOUNG (Dept. of industrial management, Korea University of Technology and Education)
Publication Information
The Journal of the Convergence on Culture Technology / v.4, no.1, 2018 , pp. 225-230 More about this Journal
Abstract
Local brand and local branding is becoming one of fast-growing areas in management. Many local governments participate in local branding project like local festival, local product brand, place marketing. The study identified the characteristics and concepts of local brand and local branding and also suggests some categories of local brand. Empirical study showed low awareness and low trustworthiness for Chungnam local product brand. But brand showed high influence on the consumer's buying intention for the agricultural product. This results suggests the implication that brand is the important for consumer's buying behavior in agriculture industry and local brand has some task for marketing communication for its awareness and trustworthiness.
Keywords
local brand; local branding; place marketing; brand awareness;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Kim, Hyunho, "regional brand marketing as regional promotion", Journal of Regional Administration, Vol.12, No.1, pp.35-51. 2006
2 Kim Hyun Ho, "Characteristics and issues of Local Branding of Local Government", Journal of Regional Administration, January, 2009.
3 Kim Tae Hee, Yu Dong Sung, "Marketing Communication Strategy of Local Festival", Journal of regional development association, Vol. 15, 2011.
4 Kim Yoo Kyung, "Strategic Management and role of Local branding", Brand Forum, 2006.
5 Kim, Hyunho and Jo, Soonchu, "cultural marketing and regional innovation", Journal of regional development association, vol.16, No.4, pp. 209-232, 2004.
6 Rural Development Administration, Strategy of Local Branding, 2011.
7 Choongchung-namdo, Local cultural festivel, 2011.
8 Jeongsik Min, Subin Hong, Dasol An, Woosun Jang, Minjeong Koo, "A Study on the Provision of Tourist Information Using a Mobile Application", The Journal of the Convergence on Culture Technology, Vol 2 ,No.3, pp.29-34, 2016   DOI