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 |
Issue Date: | Sep-2018 | Source: | Journal of destination marketing & management, Sept. 2018, v. 9, p. 320-329 | 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. | Keywords: | Celebrity Brand Festival Loyalty Image Destination attachment Korea |
Publisher: | Elsevier | Journal: | Journal of destination marketing & management | ISSN: | 2212-571X | DOI: | 10.1016/j.jdmm.2018.03.006 | Rights: | © 2018 Elsevier Ltd. All rights reserved. © 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/ The 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.2018.03.006 |
Appears in Collections: | Journal/Magazine Article |
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File | Description | Size | Format | |
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Kim_Effect_Celebrity_Brand.pdf | Pre-Published version | 1.1 MB | Adobe PDF | View/Open |
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