An Empirical Study on How to the City Brand Equity to the Customer Attitude : Analysis of moderator effect of local specialties  

Oleh:

Choi, Hyunwoo ; Sangbok, Ree

Jenis: Article from Proceeding
Dalam koleksi: ANQ Congress 19-22 October 2010 New Delhi, page 1-8.
Topik: City Brand; Place Brand; City Brand Attitude; City Brand Equity; City Brand Loyalty
Fulltext: KSQM07_CHIOHyunWoo_Fullpaper.pdf (233.19KB)

Isi artikel

In this paper, We analyze factor that is composing city brand property that the latest interest is enlarged and studied what influence this exerting on attitude of city consumer and loyalty degree. Specially, analyzing structural causality whether exert some influence on city brand through control effort analysis of area special product and consumer attitude. We wish to give help that is practical working on city competitive power elevation.

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