earticle

영어

The purpose of this study is to examine the causal relationships among the perception of the Collective Efficacy, the Local Brand Image, the Local Brand Attitude, and the Local Brand Loyalty and to find policy implications on successful local development and place marketing's strategies. To achieve this purpose, this study reviews the existing literatures about the Efficacy, the Regional Brand and the Brand Equity, and then formulates some study hypotheses, and finally verifies them using a structural equation model. The main results of this study are as follows. 1) The Collective Efficacy affects the Local Brand Images which are the Tourism Image and the Investment Image. 2) The Collective Efficacy affects the Local Brand Attitude and the Local Brand Loyalty. 3) The Brand Images have statistically significant effects on the Local Brand Attitude. 4) The Local Brand Loyalty is affected by the Local Brand Attitude. The policy implications of theses finding is as follow. In order to make successfully the Local Brand Equity which are included by the Brand Image, the Brand Attitude, and the Brand Loyalty. The Local Government should make the best efforts to enhance residents participation by the program. That is to say, The local authorities and the local residents should work together in the local community's business such as the Local Festival or the Place Marketing Programs.