A model suggestion of extended consumer-based brand equity for special events

In consideration of brand equity and marketing communications literature, it had seen that brands' and their products' brand equity had been investigated in related fields. However service brands and brands' services brand equity measurements haven't investigated as much as products brand equity. This study aims that to explain the variables of special events' consumer-based brand equity as a service. Tourism and recreation literature also investigated for identifying consumer-based brand equity for special evets. In this context, event motivations, event involvement, overall brand equity and brand experience had been determined as variables of consumer-based brand equity for special events model measurement. All variables explained the model high score (R2=0,72). In study, experience variable had been determined as mediator variable and results showed that experience variable has a partial mediator effect on consumer-based brand equity for special events. In other words, there is a significant differences between the people who attended to events and didn't.