[in Japanese]

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Recent research has examined the effects of place branding policies on well-being. This study clarifies the relationship between place brand assets, place brand value, and subjective well-being. An online survey with 2,434 respondents was conducted to evaluate how place brand assets enhance subjective well-being through the mediating factors of "Quality of Life" value and "Sanctity of Life" value. Results indicate that the relationship between place brand value and subjective well-being varied depending on the domain of place brand assets. This study provides a new perspective on place branding policies that use well-being, a non-economic aspect, as an index.

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[in Japanese]

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