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| Author: | Leenders, M.A.A.M. |
| Title: | The relative importance of the brand of music festivals: A customer equity perspective |
| Journal: | Journal of Strategic Marketing
2010 : JUL, VOL. 18:4, p. 291-301 |
| Index terms: | Netherlands music industry success customers loyalty consumer behaviour culture marketing markets |
| Freeterms: | festivals hedonic consumption brand equity |
| Language: | eng |
| Abstract: | This paper aims to examine the relative impact of tangible and intangible factors on the success of music festivals (hereafter as: m-fls). It is drawn on literature relating to hedonic consumption, customer equity, loyalty, and the success of m-fls. Data are gathered among m-fls. goers through structured interviews in the Netherlands. It is found that brand equity aspects e.g. image, festival atmosphere associations, and emotions are most important for loyalty. Value equity (i.e. ticket price) plays some role, being less important than brand equity components, though. Interestingly, in the current environment, the program of the festival does not seem to affect loyalty. Relationship equity components appear to have a marginal role, at best. |
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