Contents

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

이태준

DC Field Value Language
dc.contributor.author이태준-
dc.date.available2018-12-06T04:42:21Z-
dc.date.created2017-12-29-
dc.date.issued2016-
dc.identifier.issn1227-8181-
dc.identifier.urihttp://archives.kdischool.ac.kr/kdi_dev/handle/11125/28559-
dc.identifier.uri10.16914/ar.2016.110.5-
dc.description.abstractGiven 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.-
dc.languageKorean-
dc.publisher한국광고홍보학회-
dc.subject공공브랜딩-
dc.subject브랜드 성격-
dc.subject거버넌스 전략-
dc.subject공무원-
dc.subject정책소비자-
dc.subject정책 신뢰도-
dc.subject정책 순응도-
dc.subjectPublic branding-
dc.subjectbrand personality-
dc.subjectgovernance strategy-
dc.subjectgovernment officers-
dc.subjectpolicy consumers-
dc.title거버넌스 전략으로서 공공브랜딩의 정책 효과에 관한 연구: 정부 기관의 브랜드 성격을 중심으로-
dc.title.alternativePublic Branding as a Governance Strategy - An Empirical Analysis of the Role of Brand Personality of Government Organization-
dc.typeArticle-
dc.identifier.bibliographicCitation광고연구, no.110, pp.5 - 33-
dc.identifier.kciidART002152568-
dc.description.journalClass2-
dc.description.isOpenAccessN-
dc.citation.endPage33-
dc.citation.number110-
dc.citation.startPage5-
dc.citation.title광고연구-
dc.contributor.affiliatedAuthor이태준-
dc.identifier.doi10.16914/ar.2016.110.5-
dc.type.docTypenull-
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