자치구 브랜드 슬로건 이미지와 자산 구성요소에 관한 연구

Urban managers need to have as much knowledge as possible on all dimensions that affect the city, in order to make informed decisions and draw up a good city plan. To create healthy communities and to understand the costs and benefits of different of different development patterns, they need to know the present city image, to then design the image that they want to get and define the actions to improve it. The study of the city image is important part of diagnostic for the city's strategic planning process. The objective of this study is to define the brand slogan and find out components of it. In addition, the study focused on relations among components of brand equity of brand slogan adopting the concept of brand equity. Literature review indicates that few studies have been conducted in the korea and oversea for this subject. Final purpose of the study is to analyze recognition or attitude toward a autonomous district as a moderator variable in the relation among the components of a brand slogan. Frequency analysis, ANOVA, reliability analysis, validity analysis, factor analysis, moderated regression analysis were used. The results are as follows; The brand slogan image was divided into four factors as a result of exploratory factor analysis. Brand slogan image influences on brand association and brand attitude. Therefore, findings of this study could be utilized a fundamental guide line for a brand slogan's development. However, this study is exploratory in nature. Thus more studies which elaborate various aspects of research design are expected.