Earticle

초록

영어

As festival serve as a main marketing tool to enhance local identity and image and to promote the regional development, the importance of the festival brand has been gradually growing. Especially brand has been recognized as a key strategy of marketing in pursuit of differentiation in the midst of an increase of the substitution effect due to the absence of product differentiation and the expansion of consumer choices. In this respect, the branding of the festival would be able to demonstrate positive function as a means to increase the competitiveness of the festival itself and to activate the local economy. The present study was aimed to evaluate the influence relationship between the respective variables through research on the relationship among festival brand personality, brand identification, love-mark, and customer equity in order to build the establishment of a strong festival brand and to maintain an ongoing relationship of visitors. The study result demonstrated the significant effects among the variables, and confirmed the high utilization as a tool of the establishment of clear festival brand personality and the unique love-mark strategies to create the festival branding for building long-term customer relationships.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 축제브랜드 개성
  2. 브랜드 동일시
  3. 러브마크
  4. 고객자산
 Ⅲ. 연구조사 설계
  1. 연구모형 및 가설 설정
  2. 가설 설정
  3. 변수의 정의 및 측정변수
  4. 조사대상 및 분석방법
 Ⅳ. 실증분석
  1. 표본의 인구통계적 특성
  2. 신뢰도 및 타당성 검증
  3. 가설 검증
 Ⅴ. 결론
 참고문헌

키워드

저자

• 하진영 [ Jinyoung Ha | 경기대학교 이벤트·국제회의학과 박사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338