Abstract
This study examined the influence of brand trust and loyalty to Korean Bangtan Sonyeondan (BTS), as perceived by global viewers who watched a BTS dance performance on TV and online. The sample consisted of 498 respondents (women = 44. 7%), with 230 Americans (women = 50%), and 268 South Africans (women = 40. 3%). They completed online surveys on brand trust and loyalty of the festival event. Structural equation modelling showed the festival event performance enhanced brand trust and loyalty. Additionally, higher festival event brand trust and loyalty reciprocally enhanced each other. Further, American tourists had little evidence of festival event performance influences on their brand loyalty, while South African tourists had a strong festival performance and brand loyalty association. The results are consistent with the view that festival performances self-market with brand trust and loyalty influences on consumers, while the selling points may vary based on audience segment.
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