컨벤션 센터의 브랜드 자산가치에 대한 PCO 인식 차이검증 = Analysis of the PCOs` Perception Difference on Brand Equity of Convention Centers

다국어 초록 (Multilingual Abstract)

The study has two purposes: identifying factors of a PCO based brand equity and measuring a PCO based brand equity with five dimensions (performance, social image, value trustworthiness, and attachment) of the theoretical model, comparing several convention centers. As a preliminary stage for the brand management of convention centers, a survey was conducted to measure a PCO based brand equity of five major convention centers (COEX, KINTEX, BEXCO, EXCO, ICC Jeju) in Korea. The results of this study can be summarized as followed. The principle contribution of this study is providing the empirical evidence of the multidimensional of PCO-based brand equity, which could be measured by 17 items. Consequently, PCO-based brand equity of convention centers was defined in terms of five dimensions performance, social image, value, trustworthiness, and attachment. It is expected to guide a way to encourage the further study on convention center brand marketing that development of the measuring scale fits for the convention center in Korea with the qualitative methods.