스토리텔링 선택속성이 브랜드자산, 브랜드 태도, 브랜드충성도에 미치는 영향 : 성산일출제를 중심으로
Select the Properties of Storytelling Effects on the Festival of Brand Equity, Brand Attitude and Brand Loyalty : Focused on the ‘Sungsan Ilchul Festival’
The purpose of this study is to identify a new festival expression technique to communicate with tourists through a series of interactive stories, thereby applying to local festival storytelling. This study focus on storytelling factors as uniqueness, attraction, interest, and sensibility. The relationship between brand equity and attitude and loyalty was analyzed through structural equation model. For the effect of storytelling selection attribute on brand equity, only emotional factor was adopted in case of storytelling selection attribute on brand recognition. In case of the effect of storytelling selection attribute on brand image, only the uniqueness and attractiveness were adopted. It means that emotional factors such as festival story program, memorable moments and unforgettable experience, etc positively influence on storytelling selection. Future study, therefore, is needed to develop various, specialized attractiveness and interest to raise the value of brand equity. The relationship between festival brand equity and brand attitude, the relationship between brand equity and brand loyalty, and the relationship between brand attitude and brand loyalty were proved to have a significant influence. Limitation of this study is that it only focused on festival goers at Seongsan Sunrise Festival, which is not good enough to generalize to overall local festivals. Further study is needed to expand its research area including time and space factor to plan concrete and specialized festival.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 지역축제 스토리텔링 2. 브랜드자산 3. 브랜드태도 4. 브랜드충성도 Ⅲ. 연구설계 1. 연구모형 및 연구가설 2. 변수의 조작적정의 3. 조사방법 Ⅳ. 분석결과 1. 인구통계학적 특성 2. 확인적 요인분석 3. 구조방정식모형에 의한 가설 검증 Ⅴ. 결론 1. 연구결과 참고문헌
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