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

Seongseop (Sam) Kim, Ja Young (Jacey) Choe, James F. Petrick

Research output: Journal article publicationJournal articleAcademic researchpeer-review

40 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)320-329
Number of pages10
JournalJournal of Destination Marketing and Management
Volume9
DOIs
Publication statusPublished - Sep 2018

Keywords

  • Brand
  • Celebrity
  • Destination attachment
  • Festival
  • Image
  • Korea
  • Loyalty

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Marketing

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