Abstract

Festivals can utilize positive brand equity to enhance their competitiveness in the market and strengthen their relationships with patrons. As festival brand equity has not been extensively studied, this study was designed to 1) identify components of festival brand equity and 2) explore how festival brand equity influences loyalty by examining the mediation effect of satisfaction. Findings from 493 questionnaires suggest participants’ loyalty is influenced by a second-level brand equity, comprising factors of brand awareness, brand image, and perceived quality. The impact of brand equity on loyalty is partially mediated by satisfaction. Further academic and practical implications will be discussed.

摘要

节日可以利用积极的品牌资产来提高他们在市场上的竞争力并加强他们与顾客的关系。由于节日品牌资产尚未得到广泛研究，本研究旨在 1）识别节日品牌资产的组成部分，2）通过检验满意度的中介效应来探索节日品牌资产如何影响忠诚度。来自 493 份问卷的调查结果表明，参与者的忠诚度受到二级品牌资产的影响，包括品牌知名度、品牌形象和感知质量等因素。品牌资产对忠诚度的影响部分由满意度调节。将讨论进一步的学术和实践意义。