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The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival
Seongseop (Sam) Kim1; Ja Young (Jacey) Choe2; James F. Petrick3
2018-09
Source PublicationJournal of Destination Marketing & Management
ABS Journal Level1
ISSN2212-571X
Volume9Pages:320-329
Abstract

This study assessed whether a celebrity writer endorsement affects festival brand equity and attachment to a festival destination. Subjects were non-residents who attended a local literary festival. Among celebrity attributes, expertise was revealed to be most related to brand equity and destination attachment. Additionally, loyalty to the festival was found to affect attachment to the festival destination, while festival brand awareness had a positive impact on festival brand loyalty. Results provide theoretical implications related to how celebrity endorsements influence destination brand, and festival community attachment. The results of this study also have practical implications related to how festival organizers can more efficiently promote visitation to the host destination. It is also believed results significantly contribute to understanding the efficacy of endorsements in an event context.

KeywordCelebrity Brand Festival Loyalty Image Destination Attachment Korea
DOIhttps://doi.org/10.1016/j.jdmm.2018.03.006
URLView the original
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics ; Business & Economics
WOS SubjectHospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:000436916300030
PublisherELSEVIER SCIENCE BV
The Source to ArticleWOS
Fulltext Access
Citation statistics
Cited Times [WOS]:37   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorJa Young (Jacey) Choe
Affiliation1.School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Rd. TST East, Kowloon, Hong Kong, SAR
2.Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau, SAR, China
3.Department of Recreation, Park & Tourism Sciences, Texas A&M University, TAMU, 2261 College Station, TX, USA
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Seongseop ,Ja Young ,James F. Petrick. The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival[J]. Journal of Destination Marketing & Management,2018,9:320-329.
APA Seongseop ,Ja Young ,&James F. Petrick.(2018).The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival.Journal of Destination Marketing & Management,9,320-329.
MLA Seongseop ,et al."The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival".Journal of Destination Marketing & Management 9(2018):320-329.
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