지역축제 브랜드개성이 브랜드태도와 브랜드충성도에 미치는 영향

A Study on the effect of Brand Personality of Regional Festival on Brand Attitude and Brand Loyalty

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.