The Effect of Place Image on the Place Brand Equity of Hualien County for Organic Rice

• Main Authors: I-Hsuan Chung, 鍾依軒
• Other Authors: Li-Chun Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/94707313631760667664

碩士 === 國立臺灣大學 === 生物產業傳播暨發展學研究所 === 99 === As raising standard of living and consumer awareness, consumers do not only focus on safety and quality of agriculture product, but on environmental protection and sustainability. By nature terrain, Hualien area where cultivation areas of organic rice are more than 30% of whole province is with great condition for development of organic agriculture. Moreover, it is widely recognized that place is the biggest brand of the world, and thus place-of-origin has the ability to add to or subtract from the perceived value of product. Hence, it seems that place image evokes positive or negative association with consumers also contain a positive or negative place equity. Thus, this article uses organic rice as research subject, and the aim of present study is to analyze the impact of place image on place brand equity. Consequently, a survey with 404 valid questionnaires from potential organic consumers in Taipei was collected, and present study would utilize the methods of canonical correlation analysis and multiple regression analysis to examine the research hypothesis. The empirical results show that place image of Haulien has a significant positive impact on awarerness, perceived quality, association, and loyalty, respectly. Meanwhile, the effect of place image of Hualien, particularly industrial image and emotional image, on the place brand equity is also significant positive.