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Study on the Place Image Factors for Place Branding of Public Libraries

  • Journal of the Korean Society for Library and Information Science
  • 2022, 56(4), pp.129-159
  • DOI : 10.4275/KSLIS.2022.56.4.129
  • Publisher : 한국문헌정보학회
  • Research Area : Interdisciplinary Studies > Library and Information Science
  • Received : October 18, 2022
  • Accepted : November 16, 2022
  • Published : November 30, 2022

Kang Yu Jeong 1 Jee Yeon Lee 2

1
2연세대학교

Excellent Accredited

ABSTRACT

This study generated primary data for supporting the place branding as a part of the library advertising and marketing strategies to increase public library visits. The literature review enabled the use of the place branding concepts to discover the relationships among the constituent parts, factors, expected outcomes, and loyalty, then to develop the research model and the hypothesis, which were verified using the Structural Equation Model. There were 34 research hypotheses, of which 21 were adopted. The place image factors such as library reliability, library reciprocity, and library safety were found to be significant. This study derived social contribution value as new place value and place image factors as the potential brand image of public libraries. It helped select the place image factors that best fit the local library’s core values (i.e., place value). This study is meaningful because it is a fundamental study to introduce place branding in public libraries as an advertising and marketing strategy. And it is expected that public libraries will grow into high-quality brands with high awareness, loyalty, and secure leadership in the local community.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.