Abstract
This study aims to verify the hypothesis that various attributes of public relations ambassadors will contribute to the formation of brand assets of festivals by appointing celebrities as public relations ambassadors as part of place marketing through theoretical concept formulation and empirical measurement. Therefore, through this study, various theoretical and practical implications for efficient marketing strategy and management of local festivals are presented as follows. BR First, the reliability and attractiveness attributes of the festival ambassadors had a significant effect on the image and awareness of the festival brand. Second, brand image, brand awareness and brand loyalty of festival were found to be very closely related. Therefore, in order for the festival to be recognized as a festival brand worthy of the public, it should include the credibility and attractiveness that the festival brand itself can contain. The recognition of brand equity of festival should be considered by consumers
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