RT Journal Article
T1 Dimensions That Influence the Creation of Brand Value of a Music Event and Its Influence on Attendee Satisfaction
A1 García de Soto Camacho, Elena
A1 García Gordillo, Miguel Angel
A1 Vaca Acosta, Rosa María
AB Background: Music festivals are part of the cultural industry, and have become an evergrowingphenomenon. It is essential for organisers to identify whether the marketing strategiesimplemented are positive and effective in generating a competitive advantage. The aim of this studyis to identify the elements that make up the brand equity of an emerging music festival, and tofind out whether the overall brand equity determines the satisfaction and subsequent behaviours offestival-goers. Methods: Quantitative research was used by conducting an ad hoc structured surveyduring the development of a live music festival in May 2022. The questionnaire collects informationabout dimensions that make up the global brand value and how they influence satisfaction andbehavioural intentions, consisting of a total of 33 indicators.; Results: Awareness, perceived quality,and loyalty are the most influential dimensions in shaping the brand of a festival. There is a correlationbetween the overall brand value and the satisfaction of the attendees, and that the latter influencesthe subsequent loyalty and recommendation of the event. Conclusions: The causal relationshipsbetween the dimensions of brand equity and overall brand equity are shown, where three of the fourhypotheses are accepted. Similarly, the three hypotheses related to the influence of overall brandimage and behavioural intentions are also accepted
PB MDPI
SN 2076-0760 (electrónico)
YR 2023
FD 2023-03
LK https://hdl.handle.net/10272/22158
UL https://hdl.handle.net/10272/22158
LA eng
NO García-de-Soto-Camacho, E., Garcia-Gordillo, M. A., & Vaca-Acosta, R. M. (2023). Dimensions That Influence the Creation of Brand Value of a Music Event and Its Influence on Attendee Satisfaction. In Social Sciences (Vol. 12, Issue 3, p. 177). MDPI AG. https://doi.org/10.3390/socsci12030177
DS Repositorio Institucional de la Universidad de Huelva
RD 1 jun 2026