지역축제 브랜드개성이 브랜드태도와 브랜드충성도에 미치는 영향

• 영문명: A Study on the effect of Brand Personality of Regional Festival on Brand Attitude and Brand Loyalty
• 발행기관: 관광경영학회
• 저자명: 이미혜
• 간행물 정보: 『관광경영연구』제16권 제2호, 135~155쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

The purpose of the study was to examine how the brand personality of regional festival effects brand attitude and brand loyalty. The subjects of this study were Boryeong Mud Festival participants. Using convenient sampling, 300 data were gathered and finally 295 data were analyzed. The statistical methods utilized for Spsswin 18.0 and AMOS 18.0 program. Conclusions from the results of this study are as follows: First, the research shows that brand personality of regional festival consists of three factors such as sincerity․excitement, competence․sophistication, ruggedness. Second, sincerity․excitement, competence․sophistication, ruggedness of brand personality had influence on brand attitude. Third, the brand attitude of regional festival had influence on brand loyalty. From the findings, the region festival is necessary to develop and to strengthen brand personality for more positive brand attitude and high brand loyalty.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Regional Festival Brand Personality Brand Attitude Brand Loyalty