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논문검색

축제 체험마케팅이 축제 브랜드자산에 미치는 영향

원문정보

Effect of Experiential Marketing on Brand Equity in Local Festival

이연화

피인용수 : 5(자료제공 : 네이버학술정보)

초록

영어

This Research the impact of the experiential marketing elements to the festival brand equity and the result are as follow. The research showed sensory factor affects brand awareness and brand value, emotional and behavioral factors impact on brand awareness and brand quality. Also, relationship factor influenced on brand quality. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement fo the festival brand equity in the future. Second, as the new research applying the festival and experiential marketing. We could find the experiential marketing through the intangible goods as the festival affect to the reinforcing of the brand equity.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 축제 체험마케팅
  2. 축제 브랜드자산
  3. 축제 체험마케팅과 축제 브랜드자산과의 영향관계
 Ⅲ. 연구방법
  1. 연구모형 및 가설설정
  2. 조사설계
  3. 설문지 구성 및 연구방법
 Ⅳ. 실증분석결과
  1. 인구통계학적 특성
  2. 신뢰성과 타당성 검증
  3. 확인적 요인분석
  4. 연구가설검증
 Ⅴ. 결론
 참고문헌

저자정보

  • 이연화 Yeonhwa Lee. 경기대학교 관광학박사

참고문헌

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