Dimensions That Influence the Creation of Brand Value of a Music Event and Its Influence on Attendee Satisfaction

Elena García- de-Soto-Camacho, Miguel Angel Garcia-Gordillo and Rosa María Vaca-Acosta ()
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Elena García- de-Soto-Camacho: Management & Marketing Department, Faculty of Business Administration and Tourism, University of Huelva, 21002 Huelva, Spain
Miguel Angel Garcia-Gordillo: Universidad Autónoma de Chile, Sede Talca 3467987, Chile
Rosa María Vaca-Acosta: Management & Marketing Department, Faculty of Business Administration and Tourism, University of Huelva, 21002 Huelva, Spain

Social Sciences, 2023, vol. 12, issue 3, 1-13

Abstract: Background: Music festivals are part of the cultural industry, and have become an ever-growing phenomenon. It is essential for organisers to identify whether the marketing strategies implemented are positive and effective in generating a competitive advantage. The aim of this study is to identify the elements that make up the brand equity of an emerging music festival, and to find out whether the overall brand equity determines the satisfaction and subsequent behaviours of festival-goers. Methods: Quantitative research was used by conducting an ad hoc structured survey during the development of a live music festival in May 2022. The questionnaire collects information about dimensions that make up the global brand value and how they influence satisfaction and behavioural intentions, consisting of a total of 33 indicators.; Results: Awareness, perceived quality, and loyalty are the most influential dimensions in shaping the brand of a festival. There is a correlation between the overall brand value and the satisfaction of the attendees, and that the latter influences the subsequent loyalty and recommendation of the event. Conclusions: The causal relationships between the dimensions of brand equity and overall brand equity are shown, where three of the four hypotheses are accepted. Similarly, the three hypotheses related to the influence of overall brand image and behavioural intentions are also accepted.

Keywords: music festivals; brand value; satisfaction; behavioural intentions (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2023
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