축제 체험마케팅이 축제 브랜드자산에 미치는 영향

Effect of Experiential Marketing on Brand Equity in Local Festival

This Research the impact of the experiential marketing elements to the festival brand equity and the result are as follow. The research showed sensory factor affects brand awareness and brand value, emotional and behavioral factors impact on brand awareness and brand quality. Also, relationship factor influenced on brand quality. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement fo the festival brand equity in the future. Second, as the new research applying the festival and experiential marketing. We could find the experiential marketing through the intangible goods as the festival affect to the reinforcing of the brand equity.