Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/78273
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dc.contributorSchool of Hotel and Tourism Managementen_US
dc.creatorKim, Sen_US
dc.creatorChoe, JYen_US
dc.creatorPetrick, JFen_US
dc.date.accessioned2018-09-28T01:16:02Z-
dc.date.available2018-09-28T01:16:02Z-
dc.identifier.issn2212-571Xen_US
dc.identifier.urihttp://hdl.handle.net/10397/78273-
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.rights© 2018 Elsevier Ltd. All rights reserved.en_US
dc.rights© 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/en_US
dc.rightsThe following publication Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329 is available at https://doi.org/10.1016/j.jdmm.2018.03.006en_US
dc.subjectCelebrityen_US
dc.subjectBranden_US
dc.subjectFestivalen_US
dc.subjectLoyaltyen_US
dc.subjectImageen_US
dc.subjectDestination attachmenten_US
dc.subjectKoreaen_US
dc.titleThe effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festivalen_US
dc.typeJournal/Magazine Articleen_US
dc.identifier.spage320en_US
dc.identifier.epage329en_US
dc.identifier.volume9en_US
dc.identifier.doi10.1016/j.jdmm.2018.03.006en_US
dcterms.abstractThis 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.en_US
dcterms.accessRightsopen accessen_US
dcterms.bibliographicCitationJournal of destination marketing & management, Sept. 2018, v. 9, p. 320-329en_US
dcterms.isPartOfJournal of destination marketing & managementen_US
dcterms.issued2018-09-
dc.identifier.isiWOS:000436916300030-
dc.description.validate201809 bcrcen_US
dc.description.oaAccepted Manuscripten_US
dc.identifier.FolderNumberSHTM-0589-
dc.description.fundingSourceSelf-fundeden_US
dc.description.pubStatusPublisheden_US
dc.identifier.OPUS23028057-
dc.description.oaCategoryGreen (AAM)en_US
Appears in Collections:Journal/Magazine Article
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