고객기반 축제 브랜드 자산가치 평가척도 개발에 관한 연구

Developing a Customer-Based Festival Brand Equity Measurement Scale: A Comparative Evaluation of Two Festivals Using Multiple-Group Factor Analysis (MGFA)

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.