The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival Academic Article uri icon

abstract

  • 2018 Elsevier Ltd This study assessed whether a celebrity writer endorsement affects festival brand equity and attachment to a festival destination. Subjects were non-residents who attended a local literary festival. Among celebrity attributes, expertise was revealed to be most related to brand equity and destination attachment. Additionally, loyalty to the festival was found to affect attachment to the festival destination, while festival brand awareness had a positive impact on festival brand loyalty. Results provide theoretical implications related to how celebrity endorsements influence destination brand, and festival community attachment. The results of this study also have practical implications related to how festival organizers can more efficiently promote visitation to the host destination. It is also believed results significantly contribute to understanding the efficacy of endorsements in an event context.

published proceedings

  • Journal of Destination Marketing & Management

altmetric score

  • 1

author list (cited authors)

  • Kim, S. S., Choe, J., & Petrick, J. F.

citation count

  • 86

complete list of authors

  • Kim, Seongseop Sam||Choe, Ja Young Jacey||Petrick, James F

publication date

  • September 2018