屏東縣政府以四季節慶活動來提昇整體競爭力，而活動效益更是其推動地區行銷之重要指標。因此，本研究參考Aaker[1]所建立的品牌權益十項評估指標作爲主要衡量標準，而其衡量指標主要延伸於Aaker[2]所提出品牌權益五項主要構成要素，本研究以此理論架構爲基礎建構屏東四季節慶活動品牌權益評估指標並進行調查衡量。本研究採問卷調查法，共發放157份問卷，有效回收119份(75.8%)。透過Pearson相關分析實證發現：十項品牌權益評估指標與四季節慶活動均有顯著關係。

The local government of Ping-Tong province holds seasonal feast activities and tends to increase her general competence. Due to the facts that the assessment of the entire benefitiality of the activity itself was the main concern of the sponsors, this research thus refers to the ﹝1﹞"10 Assessment indicators of Brand Equity" proposed by Aaker as the criterion of the assessment. Moreover, the criterion was extended from the 5 main factors that contribute to brandy equity (by Asker﹝2﹞). This study made use of questionnaire survey analysis research, with the total of 157 questionnaires handed out, 119 copies (75.8%) were collected back and considered as valid. In conclusion, the finding was proved thru Pearson related analysis that the 10 assessment indicators of brand equity is associated with seasonal and feast activities.