글로벌 반려동물 도시 브랜드 이미지가 장소 애착, 비자 충성도 및 프리미엄 지불의도에 미치는 영향 = The Effects of Global Pet-Friendly City Brand Image on Place Attachment, Consumer Loyalty, and Willingness to Pay a Premium

다국어 초록 (Multilingual Abstract)

This study was conducted amid the era of expanding pet ownership and growing sociocultural diversity. Its primary objective is to empirically examine how the global pet-friendly city brand imageinfluences consumers’ place attachment, loyalty, and willingness to pay a premium. To achieve this, a survey was administered to 270 consumers who visited a pet-friendly branch of a major coffee franchise in Seoul, reflecting the broader global trend of pet-related urban branding and lifestyle integration. The collected data were analyzed using SPSS 29.0 through exploratory factor analysis, reliability testing, correlation analysis, and multiple regression analysis.
The results revealed three key findings. First, both the cognitive and affective dimensions of the global pet-friendly city brand image had significant positive effects on consumers’ place attachment ―specifically, place identity and place dependence―with affective image exerting a stronger influence on place identity formation. Second, the subdimensions of place attachment demonstrated that place identity and place dependence significantly and positively influenced consumer loyalty and willingness to pay a premium, respectively. Third, while the cognitive image enhanced perceptions of functional benefits and usage satisfaction, thereby strengthening place dependence, the affective image acted as a primary driver of place identity through emotional identification with the city.
These findings empirically demonstrate that the pet-friendly city brand image fosters consumers’ emotional bonding and perceived value, which, in turn, lead to sustained loyalty behaviors and high-value consumption intentions. Theoretically, this study extends the scope of traditional city image research―previously centered on general tourism destinations―by introducing the novel conceptual framework of pet-friendly urban branding. Practically, the results highlight the need for emotion-oriented city brand strategies, such as affective content design, the introduction of pet-friendly service certification systems, and the development of loyalty programs linked to local businesses.