Festival Brand Research Articles

Research on the brand design and cultural tourism development of Chinese minority festivals from the perspective of ritual theory

Under the background of the current national unity and the integration of culture and tourism, this paper deeply explores the development dilemma of ethnic minority festival activities, reveals the dynamic relationship between ethnic minority festival activities and social structure, and then identifies the root causes of its development dilemma, and seeks to promote its contemporary inheritance and development through brand design. Using literature analysis and theoretical analysis, this paper systematically combs the historical evolution, current situation and challenges of ethnic minority festival activities. Especially in the perspective of ritual theory, in-depth analysis of the cultural connotation and social function of national festivals, as well as its adaptation and change in contemporary social changes. The study found that due to the changes in the social structure, the fracture of cultural heritage and the intensification of external competition, the current ethnic minority festival activities are facing problems such as insufficient inheritance, low popularity and weakening of festival activities. By creating a festival brand with local characteristics and cultural connotation, it can stimulate national pride and cultural identity, promote the integration and development of national unity and cultural tourism industry, reconstruct the social foundation of ethnic festival activities, and enhance their cultural value and market influence. Therefore, we should actively explore and practice the application of brand design in ethnic minority festivals, and make positive contributions to the protection and inheritance of traditional culture of ethnic minorities.

지역축제 브랜드자산, 지역이미지 및 지역애착도 간의 관계연구: 다롄 맥주축제를 중심으로

지역축제 브랜드자산, 지역이미지 및 지역애착도 간의 관계연구: 다롄 맥주축제를 중심으로

Investigation into the festival brand co-creation mechanism: extended application of the customer-based brand equity model

ABSTRACT Festival branding is of great significance to festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity (CBBE) model by integrating destination and product familiarity as well as two moderators of perceived value and community involvement, to elucidate the complex mechanism of festival brand co-creation. The Qingdao International Beer Festival was chosen as the research background for this study. Both quantitative and qualitative findings revealed that festival brand co-creation is significantly relevant to product and destination familiarity, association, image and attachment to a festival brand, perceived value and community involvement.

전통무예문화를 활용한 지역축제 방문객의 브랜드자산 인식이 지역이미지, 브랜드태도에 미치는 영향

The purpose of this The purpose of this study was to investigate the relationship between regional image and brand attitude on brand equity perception by participants through the value of a regional festival utilizing traditional martial arts culture. As a result, first, it was found that the higher the brand quality, brand image, and brand awareness factors of the festival brand assets, the higher the cognitive image and emotional image. Second, the higher all four factors of festival brand assets, in the order of brand quality, brand value, brand image, and brand awareness, were found to have a greater influence on brand attitude. Third, the higher both the cognitive image and emotional image factors of the regional image, the higher the brand attitude.These results confirmed that it is very important to discover, develop, and brand the traditional martial arts culture representing the region, and that brand assets are especially important for regional image and brand attitude.

지역축제 브랜드자산과 축제성과의 관계에서 개최지역태도의 매개효과

The purpose of this study is to investigate the mediating effect of host region attitudes in the relationship between festival visitors' local festival brand equity and festival performance. The analysis results obtained in this study are as follows. First, among local festival brand equity, the higher the brand value and brand quality, the better the festival performance. Second, among the local festival brand equity, the higher the brand image, brand value, and brand quality, the better the attitude of the hosting region. Third, the host region attitude was found to have a positive effect on tourism industry performance, socio-cultural performance, environmental performance, political performance, and economic performance. Last, in the relationship between local festival brand equity and festival performance, it was confirmed that the host region attitude had a partial mediating effect.

Branding Strategies of Outdoor Music Festival: A Case Study of Strawberry Festival

With the change of music industry, the traditional recording industry began to decline, and diversified music forms were accepted by people. Outdoor music festival is one of the representatives, it is gradually gaining more and more attention due to high participation and immersive on-site experience and occupying more share in entertainment market. Compared with other forms of music performance, music festival is not only a platform to show a variety of styles and types of music performance, but also can be integrated with tourism and other forms of business, forming a comprehensive entertainment industry model. Even in the post-pandemic world, music festivals still show a astonishingly development trend. In the face of fierce competition in the music market, how to play the role of branding and establish a new normal for event promoting should be considered by music festival organizersThe study took outdoor music festival as the research object, case on China Strawberry Music Festival to elaborate the development status of China's outdoor music festival and the problems existing in the branding process, discussed the developing pattern of strawberry Music Festival branding from two aspects of positioning and strategy.The study investigated the promotion effect of exact branding strategies on the development of music festivals, and proposed a practical path for the branding music festivals using brand marketing theory and literature research. The study puts forward the strategy of outdoor music festival branding in brand positioning, brand communication, brand management and other aspects, and concludes the importance of combining the analysis of music festival and city.

MZ세대 방문객의 지역축제 브랜드 경험이 브랜드 애착, 만족, 재방문 의도에 미치는 영향 : 안동 국제 탈춤 축제를 중심으로

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.

How festival brand equity influences loyalty: the mediator effect of satisfaction

Festivals can utilize positive brand equity to enhance their competitiveness in the market and strengthen their relationships with patrons. As festival brand equity has not been extensively studied, this study was designed to 1) identify components of festival brand equity and 2) explore how festival brand equity influences loyalty by examining the mediation effect of satisfaction. Findings from 493 questionnaires suggest participants’ loyalty is influenced by a second-level brand equity, comprising factors of brand awareness, brand image, and perceived quality. The impact of brand equity on loyalty is partially mediated by satisfaction. Further academic and practical implications will be discussed.

축제성과가 지역이미지 및 지역애호도에 미치는 영향: 강릉커피축제를 중심으로

This study empirically analyzed the relationship between festival performance, local image, and local loyalty centering on the Gangneung Coffee Festival, which is actively promoting the festival brand strategy. To achieve this purpose, a total of 400 questionnaires for local residents who visited the Gangneung Arena Coffee Festival, the venue of the 11th Gangneung Coffee Festival and Anmok Coffee Street, were surveyed on October 3, 2019. A total 400 people answered the survey and data of a total of 366 people was applied by positive analysis except for 34 questionnaires without sincerity.<BR> The results are as follows: First, festival performance has a positive effect on the local image. Second, festival performance has a positive effect on local loyalty. Third, the local image has a positive effect on local loyalty. Finally, the implications and limits of the study have been discussed.

Effects of motivation and emotion on experiential value and festival brand equity: The moderating effect of self-congruity

The experiential value is critical for creating a win-win situation for consumers and service providers. Previous studies have concentrated on factors other than visitors that influence the value of an experience, while ignoring the effect of tourists' internal factors. According to the person-environment fit theory, human behavior is determined by an individual's interaction with their environment. Thus, when examining the effect of festival attendees' personal characteristics on experiential value, it may be beneficial to take the festival attendees' self-congruity into account. The purpose of this study is to develop a model for examining the effect of the attendees' internal factors on their experiential value, as well as the relationship between experiential value and the festival's brand equity. Additionally, the current study examines the moderating effect of self-congruity and the mediating role of experiential value. This study used the 2019 Macau Light Festival as a research scenario, surveying 430 festival attendees. The SEM method is used to analyze the data. The findings demonstrated that internal personal factors, such as motivation and emotion, do play a significant role in the development of experiential value. However, the hypothesis regarding the effect of motivation on brand equity and the hypothesis regarding the effect of emotion on brand equity are rejected. The implications for the theory and management have been discussed.

Social music festival brandscapes: A lexical analysis of music festival social conversations

Social media usage relative to music festivals has given rise to the Social Music Festival Brandscape (SMFB)—an ecosystem of festival experiences and social conversations where music festival brand value is co-created through discussions of festival experiences and attendances, artist performance celebrations, and evaluation of festival purchase exchanges. The present study applied machine learning-based lexical analysis to the ten largest U.S.-based music festivals and their communities across Instagram and Twitter and revealed post theme types of Time, Artists, Media, Location, Purchase Exchanges, Gratitude, Priming, Social Media Inducements, and Genre References to round out value co-creation activity within the Dialogue Zone of the SMFB model. Of particular note is that while these content themes emerged holistically in the SMFB dialogue, content theme misalignment occurred between festivals and communities where Media, Gratitude, and Priming content theme posts lacked the same frequency across community posts. Understanding the content of these dialogues within SMFBs is important for music festivals moving forward as they seek to build, re-establish, or re-trench music communities in the festival experience, and to determine if post theme misalignment is necessary for longer term, successful SMFB dialogue. • Contemporary Music Festival Brands co-created across social conversations. • Social Music Festival Brandscape locus of festival and community co-creation. • Co-creation themes include artists, time, location, purchases, and priming. • Media, gratitude and genre misalignment extant between festivals and communities. • Priming behavior significant in festival data but less so in the communities data.

축제 스토리텔링이 축제 브랜드자산과 만족도에 미치는 영향에 관한 연구

본 연구는 축제의 스토리텔링과 브랜드자산이 관광객들의 만족도에 미치는 영향을 파악하여, 축제의 발전방안을 제시하고자 실시되었다. 연구결과는 다음과 같다. 첫째, 인구통계적으로 중년층의 비중과, 홍보문(포스터, 현수막)과 주변사람(구전)을 통한 축제 정보 획득이 높다. 다양한 연령층의 확대를 위해서는 인터넷이나 SNS와 같은 소셜미디어를 통해 단순정보 제공이 아닌, 게이미피케이션과 같은 흥미를 끌 수 있는 홍보 방법의 다양성에 대한 고민과 접근이 필요할 것으로 판단된다. 둘째, 스토리텔링의 상호작용, 표현만이 브랜드 자산에 정의 유의한 영향을 미치는 것으로 나타났다. 향후 새로운 스토리텔링 콘텐츠 발굴과 개발에 대한 노력보다는, 역사적 고증을 해치지 않는 범위에서는 해당 스토리텔링을 축제 참여자에게 호기심과 신비감을 유발할 수 있는 상호작용과, 이를 효과적으로 전달하는 무대나 음악 등의 표현을 어떻게 할 것인가에 대해 역점을 두어야 할 것으로 판단된다. 셋째, 브랜드자산 중 브랜드 이미지와 지각된 품질만이 만족도에 정의 유의한 영향을 미치는 것으로 나타났다. 이는 축제 자체의 홍보보다 축제장을 좀더 활기차고 친숙한 이미지로 구성하고, 축제장 내의 서비스나 식음료 등의 서비스 품질 개선을 통한 방문 만족과 재방문율을 유도해야 할 것이다. 넷째, 스토리텔링의 상호작용, 표현, 이야기 모두 만족도에 정의 유의한 영향을 미치는 것으로 나타났다. 이는 현재의 스토리텔링에 대한 새로운 콘텐츠 개발이라는 양적 증가보다는, 질적 개선과 전달력을 위해 노력해야한다는 것을 의미한다.

축제 브랜드자산 형성에 미치는 홍보대사 속성에 관한 연구: 진해군항제를 중심으로

This study aims to verify the hypothesis that various attributes of public relations ambassadors will contribute to the formation of brand assets of festivals by appointing celebrities as public relations ambassadors as part of place marketing through theoretical concept formulation and empirical measurement. Therefore, through this study, various theoretical and practical implications for efficient marketing strategy and management of local festivals are presented as follows. BR First, the reliability and attractiveness attributes of the festival ambassadors had a significant effect on the image and awareness of the festival brand. Second, brand image, brand awareness and brand loyalty of festival were found to be very closely related. Therefore, in order for the festival to be recognized as a festival brand worthy of the public, it should include the credibility and attractiveness that the festival brand itself can contain. The recognition of brand equity of festival should be considered by consumers

축제의 브랜드 개성과 긍정적 행동의도와의 관계에서 축제 방문 후 이미지 변화의 매개효과 연구

축제의 브랜드 개성과 긍정적 행동의도와의 관계에서 축제 방문 후 이미지 변화의 매개효과 연구

The Effect of Local Festival Brand Equity on Brand Attitude and Revisit Intention: Focusing on the moderating effect of Storytelling

The Effect of Local Festival Brand Equity on Brand Attitude and Revisit Intention: Focusing on the moderating effect of Storytelling

Multiple identities of a festival

Purpose This paper aims to understand how festival brand personality is built and managed in the social media environment by explaining the intended (by the organizers) festival brand personality and how this concept is communicated and perceived by social media users. Design/methodology/approach A multi-method research design was used. Initially, a qualitative analysis based on the free-listing psychological meaning approach was adopted. Then, a content analysis of 23,717 Facebook posts and tweets was performed through NVivo11. Finally, the resulting data were examined through a non-parametric statistical analysis. Findings The results show an “internal brand personality gap” (between the intended and communicated brand personality) and an “external brand personality gap” (between the communicated and perceived brand personality). The findings also highlight the existence of an “ultimate brand personality on social media,” which represents a collective and dynamic construct that is co-created by the organization and its customers through interaction and the key role of the customers’ experiences. Research limitations/implications The findings contribute to a theory of event brand personality and its management on social media by showing a case with multiple identities. Practical implications Implications for the organizers of festivals and non-sport events are discussed to reduce internal and external gaps and better understand the “fit/unfit problem” when dealing with brand personality on social media. Originality/value This paper contributes to a research area that is in its infancy because it is one of the first attempts to analyze festival brand personality and its relationship with social media.

User Engagement in Festival Virtual Brand Communities: The Cases of Sónar and Primavera Sound (Barcelona)

Resource branding has become a cocreated process carried out within virtual brand communities (VBCs), which boost the social connectivity of users and contribute to placemaking. However, due to the very nature of VBCs, branding strategies rely on user engagement to succeed. The present study has performed a multidimensional and mixed-method analysis of almost 4,000 entries in the Facebook and Twitter VBCs of two renowned European music festivals, Sónar and Primavera Sound (Barcelona), to show the benefits of understanding the different components that comprise festival engagement and the relationships between them. Results show the importance of considering different festival brands and their main VBCs to develop a strategy based on the structure of each VBC user as well as the most prominent dimensions of user engagement and the inherent relationships between them. In addition, the consideration of “ongoing” engagement is a potential research pathway for exploring brand engagement beyond mere attendance.

지역축제 방문객의 자아일치감, 브랜드동일시 및 라이프스타일 일치감이 축제브랜드 애착과 충성도에 미치는 영향

지역축제 방문객의 자아일치감, 브랜드동일시 및 라이프스타일 일치감이 축제브랜드 애착과 충성도에 미치는 영향

축제 브랜드개성, 감정반응과 만족도, 충성도의 구조적 관계 연구: 2017금산세계인삼엑스포를 대상으로

The purpose of study is to verify causal relationship of brand personality, emotion, satisfaction and loyalty in festival context and to suggest theoretical and managerial implications based on results of empirical research.<BR> In total, 327 cases were surveyed and analysed by 2017 World Ginseng Expo, Geumsan, Korea using SPSS and AMOS.<BR> The consequences of this research are presented as follows: festival brand personality and positive emotion have a positive effect on satisfaction and loyalty directly, negative emotion has a negative effect on satisfaction directly, but not on loyalty, and satisfaction on loyalty. Brand personality turned out to be the most powerful factor pulling satisfaction and loyalty as well as showing the importance to manage brand personality to increase competitiveness of the Expo.

Decomposing and relating user engagement in festivals’ virtual brand communities: An analysis of Sónar’s Twitter and Facebook

Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals’ VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships.