earticle

영어

The purpose of this study was to investigate the effect of city brand personality on city brand property according to the Winter Olympics. This study set the local residents and tourists to a Pyeongchang area its survey targets and selected 486 copies questionnaires as its final valid samples. According to PASW ver. 18.0, we executed the exploratory factor analysis, reliability analysis and multiple regression. we obtained the following results: First, city brand personality had a significant effect on city brand satisfaction. Second, city brand personality had a significant effect on city brand loyalty.