Abstract
The purpose of study is to verify causal relationship of brand personality, emotion, satisfaction and loyalty in festival context and to suggest theoretical and managerial implications based on results of empirical research.<BR> In total, 327 cases were surveyed and analysed by 2017 World Ginseng Expo, Geumsan, Korea using SPSS and AMOS.<BR> The consequences of this research are presented as follows: festival brand personality and positive emotion have a positive effect on satisfaction and loyalty directly, negative emotion has a negative effect on satisfaction directly, but not on loyalty, and satisfaction on loyalty. Brand personality turned out to be the most powerful factor pulling satisfaction and loyalty as well as showing the importance to manage brand personality to increase competitiveness of the Expo.
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