Article2010

The relative importance of the brand of music festivals: a customer equity perspective

83 citations0/0 files storedJournal of Strategic Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

The aim of the paper is to examine the relative impact of tangible and intangible factors on the success of music festivals. The paper draws on literature relating to hedonic consumption, customer equity, loyalty, and the success of music festivals. Data are collected among music festival goers by means of structured interviews in the Netherlands, one of the leading music festival markets in the world. The results show that brand equity aspects such as image, festival atmosphere associations, and (anticipated) emotions are most important for loyalty. Value equity (i.e. ticket price) plays some role but is less important than brand equity components. Interestingly, the program of the festival does not seem to affect loyalty in the current environment. Relationship equity components seem to play a marginal role at best. Implications for strategic marketing decisions in cultural industries are discussed.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2002The C-OAR-SE procedure for scale development in marketing 1991Measuring the hedonic and utilitarian sources of consumer attitudes 2003Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude 1990Consumer Behavior and Marketing Strategy 2004Valuing Customers 2000Strategic Orientation and Firm Performance in an Artistic Environment 1990Festivals, special events, and tourism

Cited by

2017Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty 2021The antecedents of visitors' flow experience and its influence on memory and behavioral intentions in the music festival context 2013Service Quality Components as Antecedents of Satisfaction and Behavioral Intentions: The Case of a Greek Carnival Festival 2014A visitor-based brand equity perspective: the case of a public festival 2021The impact of festivals on the image of a cultural industry: The case of the new Italian dance platform 2019

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