초록 열기/닫기 버튼

This study aims to verify whether brand relationship, product relationship, and social relationship among the exhibition brand community bonding factors can lead to exhibition satisfaction and brand loyalty to the host city of Busan. The sample of this study was targeted at 291 males and females in the 2021 KOMARINE. The scale, reputation and level of KOMARINE are generally high, and since it is an exhibition that they prefer to participate in, the survey respondents' evaluations tend to be positive as well. In addition to industrial exhibitions, consumer goods exhibitions are also actively held. Since this study was limited to an industrial exhibition called KOMARINE, it is necessary to investigate the B2B exhibition in the future to compare and analyze the research results.



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Brand Community Integration, Brand Relationship, Product Relationship, Social Relationship, Exhibition Satisfaction, City Brand Loyalty