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- W2030266064 abstract "This study developed three indices for evaluating regional brand value, i.e. awareness index, experience index, and attractiveness index. We used an AHP approach to estimate these indices for 151 rural regions (151 administrative jurisdictions in Korea). Our estimation results show that regional brand index varies considerably across regions by the individual characteristics of interviewee. First, the value of regional brand of local jurisdiction is higher than that of more integrated administrative jurisdiction. Second, the brand value of Gangwon and Jeolla region is higher than that of other regions. Third, the interviewees with school children in the age of 40-50 are likely to have higher regional brand value. The estimation results also show a need for different strategies to develop and improve regional brand." @default.
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- W2030266064 date "2013-12-30" @default.
- W2030266064 modified "2023-09-26" @default.
- W2030266064 title "An Analysis of the Value of Regional Brand Index by Using AHP" @default.
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- W2030266064 doi "https://doi.org/10.7851/ksrp.2013.19.4.095" @default.
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