지역축제 브랜드 자산이 지역축제 태도와 재방문의도에 미치는 영향-스토리텔링의 조절효과를 중심으로-
The Effect of Local Festival Brand Equity on Brand Attitude and Revisit Intention: Focusing on the moderating effect of Storytelling
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This paper aimed to examine how brand equity of Local festivals affects brand attitude and revisit intention. Data for the investigation was collected by convenience sampling in ‘Busan Christmas Tree festival’ which is busan’s famous regional winter festival for 37 days from December 1st to 30th, 2018 in online survey. 340 questionnaires were distributed, in which 306 were obtained and 34 of them that are showing inappropriate responses were excluded and 306 were finally analyzed in SPSS ver.14. Summary based on result of empirical analysis is as follows. First, three sub-factors of regional festival’s brand equity, value and quality had significant influence on brand attitude. Second, three sub-factors of regional festival’s brand equity, value and quality had significant influence on revisit intention. Third, revisit intention was increased as high as the attitudes. Fourth, among local festival brand equity’s value factor has significantly had influence on description of storytelling and regional uniqueness.
Abstract
This paper aimed to examine how brand equity of Local festivals affects brand attitude and revisit intention. Data for the investigation was collected by convenience sampling in ‘Busan Christmas Tree festival’ which is busan’s famous regional winter festival for 37 days from December 1st to 30th, 2018 in online survey. 340 questionnaires were distributed, in which 306 were obtained and 34 of them that are showing inappropriate responses were excluded and 306 were finally analyzed in SPSS ver.14. Summary based on result of empirical analysis is as follows. First, three sub-factors of regional festival’s brand equity, value and quality had significant influence on brand attitude. Second, three sub-factors of regional festival’s brand equity, value and quality had significant influence on revisit intention. Third, revisit intention was increased as high as the attitudes. Fourth, among local festival brand equity’s value factor has significantly had influence on description of storytelling and regional uniqueness.
참고문헌 (39)
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