연구논문 : 지역축제의 브랜드 자산, 브랜드 가치, 브랜드 애호도의 영향관계: 2010 경주 한국의 술과 떡잔치를 중심으로

The purpose of this study is to discover the relationship between brand equity and brand value, and between brand equity and brand loyalty, and between brand value and brand loyalty of local festival. The sample for this study was 13th Gyeongju Liquor and Rice Cake Festival, 2010. As an investigation method, we used self-writing survey method using Likert 5 degree scales, 275 survey sheets from 300 distributed sheets were collected and used for the statistical analysis. SPSSWIN Ver. 12.0 and Amos 5.0was utilized for the data analysis. Empirical results are as follows; Firstly, brand equity (brand image, brand awareness, brand quality) is positively related to brand value and secondly, brand equity is positively related to visitor brand loyalty and thirdly, brand value is positively related to brand loyalty. Fourthly, brand equity, brand value and brand loyalty has a direct effect on the local festival. Their theoretical and practical implications were discussed along with limitations of the study and suggestions for future research.