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In particular, we paid attention to relationship between a brand stereotype and purchasing. A brand stereotype is cognitive pattern of image against brands. In this study, we used place products of shiojiri city as an evaluation objects. First  investigation, we measured cognitive degrees and brand loyalties about eight local products and picked five place products by analysis of the visit experience of shiojiri. Second investigation, we measured 19 value images and purchasing frequency about five place products. To confirm the structure of the brand stereotype we took a factor analysis about 19 value images. After factor analysis we found the five value intentions \"Value intention for Transcendence\", \"Value intention for Stability\", \"Value intention for Absoluteness\", \"Value intention for Commonness\", \"Value intention for Culture\". And a multiple regression analysis about five value intentions and purchasing frequency was shown that 30% of the purchasing frequency could explain by five value intentions. Moreover, the brand stereotype mainly on \"Value intention for Stability\" and \"Value intention for Commonness\" led to increase of the purchasing frequency of the place product, but \"Value intention for Absoluteness\" led to decrease.  As a result, In the evaluation of the brand value, it is important that we consider a relationship between stereotype and the purchasing situation.", "subitem_description_type": "Abstract"}]}, "item_10_description_30": {"attribute_name": "\u8cc7\u6e90\u30bf\u30a4\u30d7\uff08\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u7a2e\u985e\uff09", "attribute_value_mlt": [{"subitem_description": "Article", "subitem_description_type": "Other"}]}, "item_10_description_31": {"attribute_name": "\u30d5\u30a9\u30fc\u30de\u30c3\u30c8\uff1amime\u30bf\u30a4\u30d7", "attribute_value_mlt": [{"subitem_description": "application/pdf", "subitem_description_type": "Other"}]}, "item_10_description_5": {"attribute_name": "\u5f15\u7528", "attribute_value_mlt": [{"subitem_description": "\u5730\u57df\u30d6\u30e9\u30f3\u30c9\u7814\u7a76 3: 69-107(2007)", "subitem_description_type": "Other"}]}, "item_10_publisher_4": {"attribute_name": "\u51fa\u7248\u8005", "attribute_value_mlt": [{"subitem_publisher": 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