Article2020

Brand loyalty and the Bangtan Sonyeondan (BTS) Korean dance: Global viewers’ perceptions

24 citations0/0 files storedJournal of Psychology in Africa

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Asian Culture and Media Studies

Abstract

This study examined the influence of brand trust and loyalty to Korean Bangtan Sonyeondan (BTS), as perceived by global viewers who watched a BTS dance performance on TV and online. The sample consisted of 498 respondents (women = 44. 7%), with 230 Americans (women = 50%), and 268 South Africans (women = 40. 3%). They completed online surveys on brand trust and loyalty of the festival event. Structural equation modelling showed the festival event performance enhanced brand trust and loyalty. Additionally, higher festival event brand trust and loyalty reciprocally enhanced each other. Further, American tourists had little evidence of festival event performance influences on their brand loyalty, while South African tourists had a strong festival performance and brand loyalty association. The results are consistent with the view that festival performances self-market with brand trust and loyalty influences on consumers, while the selling points may vary based on audience segment.

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References

2000Expectancy–Value Theory of Achievement Motivation 2004Brand Credibility, Brand Consideration, and Choice 1997Retail relationships and store loyalty: A multi-level perspective 2005How Presentation Flaws Affect Perceived Site Quality, Trust, and Intention to Purchase from an Online Store 2016Antecedents of consumer brand engagement and brand loyalty 2002Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect 1979Escape Attempts: The Theory and Practice of Resistance of Everyday Life.2019The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities

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