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Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals

2023; Emerald Publishing Limited; Volume: 14; Issue: 3 Linguagem: Inglês

10.1108/ijefm-10-2022-0084

1758-2962

Telma Van-Dúnem, Arnaldo Coelho, Cristela Maia Bairrada,

Consumer Behavior in Brand Consumption and Identification

Purpose Even though the importance of understanding festivals from a tourism attraction development perspective has been addressed, few studies have examined the factor of brand equity in festival tourism. For that reason, this research examines the antecedents and consequents of the consumer-based brand equity (CBBE) of an event. Design/methodology/approach After data collection, which was carried out through a questionnaire, the structural equation model was used to analyze the statistical data. The results were based on a sample of 329 participants who attended two major music festivals in Portugal: NOS Primavera Sound and NOS Alive Portugal. Findings For both samples, this research shows that many aspects related to the event (image, experience and satisfaction) impact CBBE and CBBE influences destination image, the intention to revisit the destination and the intention to recommend the destination. Originality/value This study presents itself as innovative since it brings the CBBE of an event to the center of an investigation, showing how it helps transfer the effects of image, satisfaction and the experience of a festival to a destination image, the intention to revisit and the intention to recommend a place.