2010 Volume 57 Issue 4 Pages 35-44
This study tries to construct effective regional image index in a general way. Firstly based on the fact that in commercial agglomerations, the total regional image is largely influenced by the sum of each shop's image, This paper measured the evaluation of each retail category image in terms of the index of 1 through 7 points (SD) answered by each correspondents. This each retail category image index in 3 regions correlate with each other well, thus they seem to have some sort of common feature. And in this paper it is able to construct a composite regional image index by aggregating each index. To check the effectiveness of this composite regional image index, it is proved that the evaluation frequency of mass-media about 'Nara-machi' is well explained by composite regional index in terms of regression.
