摘要：AbstractThe study aims to investigate the factors influence of brand leverage of city of Banyuwangi throughout Banyuwangi Festival in 2013. Little study on how to leverage the city brand except corporate brand is the phenomena behind this research. It means that the brand extension based upon parent brand has potentially leverage the value of product or service as well as the city. Purposive sampling was used to collect the information with number of sample of 100 respondents. Using binomial Logistic regression, the result shows that Cultural performances (Festival Kuwung) and Sport Event (Tour de Ijen) likely to improve the brand leverage at 5% alpha level.
关键词：brand leverage;brand extension;event marketing;purposive sampling;logistic regression;Banyuwangi festival
