Contents

거버넌스 전략으로서 공공브랜딩의 정책 효과에 관한 연구: 정부 기관의 브랜드 성격을 중심으로

Public Branding as a Governance Strategy - An Empirical Analysis of the Role of Brand Personality of Government Organization

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Abstract

Given the upsurge of branding in government and public administration, this study is to explore the brand personality structure and relevant components by developing a valid and reliable instrument to measure the brand identity and image of a government agency: the Ministry of Food and Drug Safety. The article theorizes and empirically tests that specific components of the government agency’s brand personality varied from government officers of the agency to their targeted policy actors and stakeholders foster the differential impacts of policy in trust and policy compliance as an main outcome variable that has recently received much attention in research on public administration and public relations. The article bridges public communication and brand management studies to the broader public governance literature, pointing out a gap in prior work and setting the stage for further research.

Issue Date
2016
Publisher
한국광고홍보학회
Keywords
공공브랜딩; 브랜드 성격; 거버넌스 전략; 공무원; 정책소비자; 정책 신뢰도; 정책 순응도; Public branding; brand personality; governance strategy; government officers; policy consumers
DOI
10.16914/ar.2016.110.5
Journal Title
광고연구
Start Page
5
End Page
33
ISSN
1227-8181
Language
Korean
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