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.
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초록· 키워드
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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.
목차
등록된 정보가 없습니다.
참고문헌 (37)
참고문헌 신청
Aaker, D. A / 1991 / Managing brand equity: Capitalizing on the value of a brand name / The Fress Press
Aaker, J. L / 1997 / Dimensions of brand personality / Journal of Marketing Research 34 : 347 ~ 356
Aron, C. A / 2005 / Beyond the Extended Self: Loved Objects and Consumers identity Narratives / Journal of consumer Research 32
Atman, B / 2003 / A Note on the Effect of Brand Image on Sales / Journal of Product and Brand Management 12 (4) : 237 ~ 250
Bhattacharya, C. B. / 1995 / Understanding the bond of identification: An investigation of its correlates among art museum members / Journal of Marketing 59 (4) : 46 ~ 57
Aaker, J. L / 1997 / Dimensions of brand personality / Journal of Marketing Research 34 : 347 ~ 356
Aron, C. A / 2005 / Beyond the Extended Self: Loved Objects and Consumers identity Narratives / Journal of consumer Research 32
Atman, B / 2003 / A Note on the Effect of Brand Image on Sales / Journal of Product and Brand Management 12 (4) : 237 ~ 250
Bhattacharya, C. B. / 1995 / Understanding the bond of identification: An investigation of its correlates among art museum members / Journal of Marketing 59 (4) : 46 ~ 57
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