earticle

영어

As festival serve as a main marketing tool to enhance local identity and image and to promote the regional development, the importance of the festival brand has been gradually growing. Especially brand has been recognized as a key strategy of marketing in pursuit of differentiation in the midst of an increase of the substitution effect due to the absence of product differentiation and the expansion of consumer choices. In this respect, the branding of the festival would be able to demonstrate positive function as a means to increase the competitiveness of the festival itself and to activate the local economy. The present study was aimed to evaluate the influence relationship between the respective variables through research on the relationship among festival brand personality, brand identification, love-mark, and customer equity in order to build the establishment of a strong festival brand and to maintain an ongoing relationship of visitors. The study result demonstrated the significant effects among the variables, and confirmed the high utilization as a tool of the establishment of clear festival brand personality and the unique love-mark strategies to create the festival branding for building long-term customer relationships.