Developing a Customer-Based Festival Brand Equity Measurement Scale- A Comparative Evaluation of Two Festivals Using Multiple-Group Factor Analysis (MGFA) - (고객기반 축제 브랜드 자산가치 평가척도 개발에 관한 연구 - MGFA를 적용한 축제 비교평가 -)

Oh, Jeong-hak (오정학); Kim Chulwon (김철원)

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.

KEYWORDS

Customer-based brand equity: CBBE, Festival brand, Developing scales, Multiple-group factor analysis

Citation status

* References for papers published after 2023 are currently being built.

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