EVENTS BRAND PERSONALITY: INSIGHTS FROM MUSIC FESTIVALS IN PORTUGAL

Joana Gonçalves (), Manuela Guerreiro (), Júlio Mendes () and Luís Pereira ()
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Joana Gonçalves: University of Algarve, Postal: Master in Marketing, Faculty of Economics, University of Algarve, Faro, Portugal, http://fe.ualg.pt/en
Manuela Guerreiro: University of Algarve, CIEO, Postal: Research Centre for Spacial and Organizational Dynamics, University of Algarve, Faro, Portugal, http://www.cieo.pt/
Júlio Mendes: University of Algarve, CIEO, Postal: Research Centre for Spacial and Organizational Dynamics, University of Algarve, Faro, Portugal, http://www.cieo.pt/
Luís Pereira: University of Algarve, CIEO, Postal: School of Management, Hospitality and Tourism Research Centre for Spacial and Organizational Dynamics, University of Algarve, Faro, Portugal, http://www.cieo.pt/

Journal of Tourism, Sustainability and Well-being, 2018, vol. 6, issue 3, 326-343

Abstract: The changing trends in the marketplace and the proliferation of events, have become a reality in which those responsible for managing them seek adequate differentiation strategies through brand management approaches. Although brand personality has been studied in the case of different products, the theory has not been analysed in music festivals contexts. This study aims to analyse what extent is the scale of brand personality developed by Aaker et al. (2001) useful to characterize the brand personality of musical festivals? This research focuses on the study of four of the most iconic music festivals in Portugal: Rock in Rio, MEO Sudoeste, Optimus/NOS Alive and Super Bock Super Rock. Empirical data was collected from university students whose profile matches the profile of the target segments of these four events. This study contributes to the theory as it elaborates on the BP scale in the special case of musical events. It will be also particularly useful to musical events’ organisers as it will enrich their knowledge about the most relevant personality traits that best characterizes this kind of events brands.

Keywords: Brand Personality; Music Events; Exploratory Factor Analysis. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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