| At present, the domestic and foreign scholars mostly in the form of theory on the study of regional brand, don’t use the quantitative analysis method to establish the quantitative model of regional brand. In practice, therefore, the lack of a scientific objective comprehensive measuring tool of regional brand image measurement.Based on the review of theories such as, country of origin image, place image, place brand, brand image, we put forward that the place brand image includes two dimensions: general place image and specific place image. The general place image including five second grade dimensions, they are politics, economy, history and culture, natural resources and regional people’s image. The specific place image including three second grade dimensions, they are industry image, corporate image and product image. We took four different groups of consumers for interview or focus group interview to get a lot of qualitative data. They are graduate and undergraduate students from a university in Changchun, some shoppers in a large shopping mall in Changchun, some ordinary consumers in Shenzhen and Beijing. The interview data were analyzed by content analysis, and we checked the dimensions of place brand image. Based on these, we design the place brand image scale which including eight dimensions and 87 measurement items. After several rounds of discussion and revision, and after three domestic brand research scholars’ checking, scale items were reduced from 87 to 45 and then to 29. By questionnaire survey and item analysis, factor analysis, reliability and validity, finally we identified the place brand image scale which including two first-class dimensions, seven second-class dimensions and twenty-five measurement items.In this paper, the development of place brand image scale is a new attempt,it will fill a blank in the field of place brand, and will provide the foundation for the construction of place brand image as the theoretical tool. |
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