CRC 브랜드 에쿼티가 지역재생사업의 지속가능성에 미치는 영향 연구

다국어 초록 (Multilingual Abstract)

Community regeneration projects have increasingly emphasized sustainable local development based on community history, culture, and community resources, and the brand competitiveness of Community Regeneration Corporations（CRCs） has emerged as a key factor in creating economic, social, and cultural value within local communities. However, previous studies have mainly focused on urban regeneration policies and operational performance, while few studies have comprehensively examined the effects of CRC brand equity on sustainability through internal capabilities from the perspective of visual design. Therefore, this study aims to analyze the effects of CRC brand equity on the sustainability of community regeneration projects through the mediating role of internal capabilities and to propose sustainable brand design strategies for CRCs from a visual design perspective.
To achieve this objective, the study first reviewed the concepts and roles of Community Regeneration Corporations based on theories of community regeneration, social economy, and community branding, and examined the theoretical relationships among brand equity, visual design elements, visual metaphors, brand design, and sustainability. Furthermore, domestic CRC and community regeneration brand cases were analyzed to investigate how CRC brands are connected with local identity, sense of place, community values, and cultural resources. For the empirical analysis, a survey was conducted with stakeholders involved in urban regeneration projects in Cheongsong, Yeongyang, and Bonghwa, and a Structural Equation Model（SEM） was employed to examine the relationships among CRC brand equity, CRC internal capabilities, and the sustainability of community regeneration projects.
The findings of this study are summarized as follows.
First, among the sub-dimensions of CRC brand equity, brand awareness did not have a significant effect on CRC internal capabilities, whereas brand associations, perceived quality, and brand loyalty showed significant positive effects. These findings indicate that simple brand recognition is insufficient to strengthen organizational trust, communication, collaboration, and operational capabilities. Instead, positive associations with local identity and community values, reliable experiences of products and services, and continuous stakeholder support play essential roles in enhancing internal organizational capabilities.
Second, the direct effects of CRC brand equity on the sustainability of community regeneration projects revealed that brand awareness did not significantly influence sustainability, whereas brand associations, perceived quality, and brand loyalty had significant positive effects on social, economic, and cultural sustainability. This suggests that the sustainability of CRCs is achieved not through mere public recognition but through meaningful brand associations rooted in local identity, trusted quality experiences, and long-term stakeholder relationships.
Third, CRC internal capabilities had a significant positive effect on the sustainability of community regeneration projects and demonstrated a relatively stronger influence than the direct effects of the brand equity sub-dimensions. This result indicates that sustainable community regeneration depends not only on external brand image but also on the organization's internal trust, cohesion, communication, decision-making processes, operational systems, and collaborative capabilities.
Fourth, the mediation analysis showed that CRC internal capabilities significantly mediated the relationships between brand associations, perceived quality, brand loyalty, and sustainability, whereas no significant mediating effect was found between brand awareness and sustainability. These findings imply that brand equity contributes to sustainability only when positive brand associations, trusted quality perceptions, and accumulated brand loyalty are transformed into organizational capabilities within CRCs.
Overall, the results confirm that CRC brand equity is a critical determinant of the sustainability of community regeneration projects. However, its influence is derived not from simple brand awareness but from deeper relational assets such as brand associations, perceived quality, and brand loyalty. Furthermore, these brand assets contribute to sustainable outcomes only when supported by strong internal organizational capabilities, including trust, communication, collaboration, and operational competence. From a visual design perspective, this study empirically identifies the structural relationships among brand equity, internal capabilities, and sustainability and proposes a new theoretical framework for CRC brand design and management. The findings are expected to provide fundamental guidelines for future community branding policies and sustainable visual design strategies for community regeneration enterprises.

Keywords : Community Regeneration Corporation （CRC）, Brand Equity, Visual Design, Brand Design, Internal Capabilities, Sustainability, Structural Equation Modeling （SEM）.

목차 (Table of Contents)

• 1. 서론 1
• 1.1. 연구 목적 1
• 1.2. 연구 범위 및 방법 4
• 1.3. 연구의 구성 7
• 1.4. 선행연구 검토 10
• 2. 지역재생기업과 브랜드 디자인 13
• 2.1. 지역재생기업（CRC） 13
• 2.2. 시각디자인 요소와 메타포 16
• 2.3. 브랜드 디자인의 역할 20
• 3. 브랜드 에쿼티와 지속가능성 25
• 3.1. 브랜드 에쿼티의 이해 25
• 3.2. 브랜드 에쿼티 특성과 디자인 표현 36
• 3.3. 지역재생 브랜드 사례 현황분석 44
• 4. 브랜드 에쿼티가 지속가능성에 미치는 영향 분석 65
• 4.1. 연구변수의 구성 및 조작적 정의 65
• 4.2. 연구모형 및 가설 설정 75
• 4.3. 조사 설계 80
• 4.4. 조사대상의 일반적 특성 86
• 4.5. 측정항목의 검토 88
• 4.6. 가설검증 결과 95
• 5. 결론 104
• 5.1. 연구 결과의 요약 104
• 5.2. 결론 및 제언 106
• 참고문헌 111
• 부록 115
• 영문초록 121