Abstract
The purpose of this study is to investigate the impact of festival brand experience on festival brand attachment, satisfaction, and revisit intention. The proposed research model was derived based on the previous literature. Utilizing the data collected from 249 Generation M and Z festival visitors, the proposed research model was tested. Simple descriptive statistics, confirmatory factor analysis, and structural equation modeling were employed to test the proposed research model. The results of this study revealed that affective, intellectual, and behavioral festival brand experiences were significant predictors of festival brand attachment. While intellectual and behavioral festival brand experiences have significant impact on festival satisfaction. Moreover, festival brand attachment and satisfaction exert positive effects on revisit intention. The findings of this study will help festival planners to develop effective festival brand experience strategies for Generational M and Z visitors.
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