Abstract
This study examines the brand equity of South Korea as a hosting country of a mega event, 2018 PyeongChang Winter Olympic Games, analyzing the influence of brand salience, image, and quality to loyalty from the lens of U.S. residents. Additionally, the effect of involvement in the Winter Olympics and familiarity with South Korea to the relationship of brand equity dimensions were investigated as moderators. The data were collected from Amazon Mechanical Turk - choosing the participants’ country of residents to the U.S. only to examine the U.S. market’s perspective. A total of 195 cases were analyzed using Structure Equation Modeling. The result indicated that brand image and brand quality had significant influence, while brand salience did not have a significant influence. There was only a significant moderator effect of familiarity on the relationship between brand salience and brand loyalty. Theoretical contributions are discussed and industry-relevant suggestions are provided.
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