지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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
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참고문헌 (45)
참고문헌 신청
Schmitt, B. H. / 1999 / Experiential marketing / Journal of Marketing Management 15:53~67
Schmitt, B. H. / 2002 / Experiential Marketing: How to get customers to sense, feel, think, act, relate to your company and brands / The Free Press
Schmitt, B. H. / 2003 / Customer experience management: A revolutionary appproach to connection with your customer / John Wiley and Sons
Stamboulis, Y. / 2003 / Innovation Strategies and Technology for Experience-Based Tourism / Tourism Management 24(1):35~43
Stermberg, E. / 1997 / The Iconography of The Tourism Experience / Annals of Tourism Research 24(4):951~969
Schmitt, B. H. / 2002 / Experiential Marketing: How to get customers to sense, feel, think, act, relate to your company and brands / The Free Press
Schmitt, B. H. / 2003 / Customer experience management: A revolutionary appproach to connection with your customer / John Wiley and Sons
Stamboulis, Y. / 2003 / Innovation Strategies and Technology for Experience-Based Tourism / Tourism Management 24(1):35~43
Stermberg, E. / 1997 / The Iconography of The Tourism Experience / Annals of Tourism Research 24(4):951~969
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