Effects of local festival’s brand equity on brand loyalty : focused on brand attitude mediating effects

The purpose of this research is to analyze the effects of representative local festival’s brand equity on brand loyalty. It is also to investigate the differences mediating effects produced by brand attitude between brand equity and brand loyalty. The following empirical analysis on visitors to Gimjae Horizon Festival, selected as a representative festival by Korean Ministry of Culture, Sports, and Tourism for 4 consecutive years, was performed to carry out the research. The result shows the brand equity gives effect to brand attitudes. Moreover, the brand equity appeared to have effects on brand loyalty. The mediating effects of the brand attitude appeared to have effects on brand loyalty. Based on the analysis, fundamental research was implemented to build systematic approach and extended brand loyalty for local festivals in the future. Based on the analysis, a continued research to improve brand loyalty of representative local festival will be necessary.