초록 열기/닫기 버튼
This study aimed to illustrate the impact of enterprise' event on the brand asset and purchase intention. This study divided the elements of brand asset by exhibition event type among enterprise' event into brand recognition and brand image, and explored whether enterprise' event would make an impact on the brand asset and purchase intention. The result of the study showed that, first, for the impact of enterprise' exhibition event on the brand asset, enterprise' exhibition event made a positive impact on brand asset. Second, for the impact of enterprise' exhibition event on purchase intention, enterprise' exhibition event also made a positive impact on purchase intention. Third, for the impact of brand asset on purchase intention, the brand recognition and image formed by exhibition event made a positive impact on purchase intention. The above study result showed that enterprise' exhibition event, as a strategic base of enterprise' marketing communication activities and bi-directional communication activities, would make a positive impact not only on the formation of brand asset but also on purchase behavior.
키워드열기/닫기 버튼
Event, Brand Asset, Brand Recognition, Brand Image, Purchase Intention
