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

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(6), pp.237-260
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Oh, Jeong-hak 1 Kim Chulwon 2

1서라벌대학
2경희대학교

Accredited

ABSTRACT

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.

Citation status

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