Abstract
ABSTRACT Festival branding is of great significance to festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity (CBBE) model by integrating destination and product familiarity as well as two moderators of perceived value and community involvement, to elucidate the complex mechanism of festival brand co-creation. The Qingdao International Beer Festival was chosen as the research background for this study. Both quantitative and qualitative findings revealed that festival brand co-creation is significantly relevant to product and destination familiarity, association, image and attachment to a festival brand, perceived value and community involvement.
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