지역축제의 장소마케팅노력에 대한 장소브랜드 관계결속요인에 관한 연구

Relationship Attachment Factors for Place Marketing Effort in a Local Festival

This work examines the relationship between consumer and place-brand for successful place marketing achievement, as well as examining relationship with brand community as a factor of relationship attachment. Author also examined the effect and resultant factors of place-brand community with seven dimensions of consumer-brand relationship using Fournier’s study. The empirical results showed that the quality relationship between consumer and place-brand had an impact on satisfaction level and loyalty to the place-brand, while emotional dimensions such as love, passion and nostalgia had a direct effect. Other dimensions of relationship quality had shown an indirect effect on the consumers’ satisfaction and loyalty through place-brand community.