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Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals

Telma Van-Dúnem (Faculty of Economics, University of Coimbra, Coimbra, Portugal)
Arnaldo Coelho (Faculty of Economics, CeBER, University of Coimbra, Coimbra, Portugal)
Cristela Maia Bairrada (Faculty of Economics, CeBER, University of Coimbra, Coimbra, Portugal)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 17 April 2023

Issue publication date: 27 June 2023

408

Abstract

Purpose

Even though the importance of understanding festivals from a tourism attraction development perspective has been addressed, few studies have examined the factor of brand equity in festival tourism. For that reason, this research examines the antecedents and consequents of the consumer-based brand equity (CBBE) of an event.

Design/methodology/approach

After data collection, which was carried out through a questionnaire, the structural equation model was used to analyze the statistical data. The results were based on a sample of 329 participants who attended two major music festivals in Portugal: NOS Primavera Sound and NOS Alive Portugal.

Findings

For both samples, this research shows that many aspects related to the event (image, experience and satisfaction) impact CBBE and CBBE influences destination image, the intention to revisit the destination and the intention to recommend the destination.

Originality/value

This study presents itself as innovative since it brings the CBBE of an event to the center of an investigation, showing how it helps transfer the effects of image, satisfaction and the experience of a festival to a destination image, the intention to revisit and the intention to recommend a place.

Keywords

Acknowledgements

With the participation of Vitor Roque in the data collection.

Citation

Van-Dúnem, T., Coelho, A. and Bairrada, C.M. (2023), "Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals", International Journal of Event and Festival Management, Vol. 14 No. 3, pp. 277-293. https://doi.org/10.1108/IJEFM-10-2022-0084

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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