- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
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.
Conclusion and suggestions
for future study This study offers an important theoretical contribution to the literature including an amalgam of the effectiveness of celebrity writer endorsement on CBBE and destination attachment in the festival tourism literature. By combining literature on festival tourism and consumer brand equity, this study identified a set of celebrity attributes that help to explain visitors’ brand equity of the festival and attachment to the festival destination. The multidisciplinary approach adopted in this study allows for a comprehensive understanding of the literary festival tourism, forming the basis for further research and conceptual elaboration. Thus, it is believed this study has a valuable contribution to this field because it applied the multi-faceted concepts of celebrity endorsement and the CBBE model to aid in understanding a festival’s brand and attachment to the host society. However, it has some limitations. Firstly, brand loyalty has been measured using affective and cognitive items (Lee et al., 1997, 2012; Nam et al., 2011; Wang et al., 2018). Thus, a future study needs to compare the efficacy of two different measures. Second, it did not analyze the interrelationships among festival brand awareness, perceived quality, and festival brand image. Some studies have indicated that brand awareness and brand image influence brand loyalty through perceived quality (Chen & Myagmarsuren, 2010; Hyun & Kim, 2011; Im et al., 2012; Kladou & Kehagias, 2014). As a consequence, future studies should empirically investigate whether there is a mediating role of perceived quality or brand image within the CBBE model.