The Effect of Cultural Reputation on Agricultural Brand Repurchase Intentions: The Case of 2010 Great Baekje World Festival

Kidae Kwon

Journal of Rural Development/Nongchon-Gyeongje, 2012, vol. 35, issue 4

Abstract: This study is an exploratory case study analyzing the relationship between cultural reputation (i.e., reputation of a local cultural festival) and intentions to repurchase local agricultural brands (i.e., the effect of a Baekje cultural festival's image, visitors' satisfaction level, and the festival's reputation on visitors' intentions to repurchase Goodtrae brand agricultural products). We collected statistically usable data from 268 questionnaire respondents who live in Chungcheong provinces and analyzed them with SPSS 18.0. Analysis results revealed that, first, brand image and visitor's satisfaction of 2010 Great Baekje World Festival had influence on the reputation of the cultural festival. Second, the survey found that reputation has influence on the visitors' intentions to repurchase Goodtrae brand agricultural products.

Keywords: Agricultural and Food Policy; Resource/Energy Economics and Policy (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/330570/files/RE35-4-07.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:jordng:330570

DOI: 10.22004/ag.econ.330570

Access Statistics for this article

More articles in Journal of Rural Development/Nongchon-Gyeongje from Korea Rural Economic Institute Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().