고객기반 축제 브랜드 자산가치 평가척도 개발에 관한 연구

• 영문명: Developing a Customer-Based Festival Brand Equity Measurement Scale: A Comparative Evaluation of Two Festivals Using Multiple-Group Factor Analysis (MGFA)
• 발행기관: 한국관광학회
• 저자명: 오정학 김철원
• 간행물 정보: 『관광학연구』제33권 제6호, 237~260쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

This study was to develop a customer-based festival brand equity measurement scale and to examine its validity, reliability and factorial invariance by comparing two festivals Based on previous literature, a 4 dimension (i.e., brand awareness, brand loyalty, brand image, & perceived quality) with 16 measure of customer based festival brand equity measurement scale was developed. Data were collected at 2009 Gyeongju Traditional Drinks and Rice Cake Festival. 342 participants, who have previously participated in Andong Maskdance Festival, were conveniently selected. Results of the Multiple-Group Factor Analysis .revealed a significant support for the conceptual model of the customer-based festival brand equity, verifying its reliability and validity. Theoretical implications were discussed in the conclusion.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

참고문헌

키워드

고객기반 브랜드자산 축제브랜드 척도개발 다중집단요인분석 Customer-based brand equity: CBBE,Festival brand,Developing scales Multiple-group factor analysis