Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/78273
Title: The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival
Authors: Kim, S 
Choe, JY
Petrick, JF
Keywords: Celebrity
Brand
Festival
Loyalty
Image
Destination attachment
Korea
Issue Date: 2018
Publisher: Elsevier
Source: Journal of destination marketing & management, Sept. 2018, v. 9, p. 320-329 How to cite?
Journal: Journal of destination marketing & management 
Abstract: 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.
URI: http://hdl.handle.net/10397/78273
ISSN: 2212-571X
DOI: 10.1016/j.jdmm.2018.03.006
Appears in Collections:Journal/Magazine Article

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