Abstract
The study attempts to develop a normative model for the branding of cultural festivals. This is because present methods of analyses and the rules are inconsistent and elusive. The study seeks therefore to extend the literature on cultural festivals branding by proposing a normative model of branding process that is linked to the service concept and mediated by demographic and behavioural variables. The study investigated cultural festival attributes that are explanatory of brand association and on the bases of this proposed a model that simplifies the process of branding of cultural festivals using cluster and discriminant analysis. A convenience sample of 500 attendees drawn from the 2007 Calabar Carnival Festival was used for the study.
Highlights
Vivian Mbaze-Ebock Arrey Department of Hospitality and Tourism Management Cross River State University of Technology, Calabar, Nigeria
This has motivated the authors to seek for a simple industry friendly branding process that will facilitate the branding of cultural event, so that at the long-run the event will serve as a promoter of the destination
With the increased interest in place and event marketing, it has become an imperative for academics and practitioners to develop simpler and theory based methods of branding cultural events
Summary
When an event is properly branded, it has the potentials of contributing to the host destination as a feature (attraction) to make the destination unique in nature and even popular to prospective visitors This has motivated the authors to seek for a simple industry friendly branding process that will facilitate the branding of cultural event, so that at the long-run the event will serve as a promoter of the destination. Kotler and Keller (2006) suggest that brand personality can be built on product features, service and/or image or a combination of any of these two associations. They identified seven common personality traits which include self-confidence, dominance, autonomy, defense, sociability, defensiveness, and adaptability
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