Abstract
The purpose of this study was to suggest strategic plan for sport events by analyzing the influence of experiential factor recognized in sport event on brand equity. The survey was conducted to 315 spectators who participated in the 2011 Chungju World Martial Arts Festival. Collected data were analyzed through the statistical and analysis program SPSS(version 18.0). Correlation analysis and multiple regression analysis were conducted for analyzing the influence of sport event experience on brand equity. As a result, the following conclusion can be drawn. First, among sport event experience factors, relation and cognition affect brand awareness. Second, among sport event experience factors, relation, cognition, and sensitivity influence on brand image. Third, among sport event experience factors, relation, cognition, and sensitivity have an effect on brand loyalty.
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