The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

Status	已發表Published
	The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival
	Kim, S.S; Choe, J.Y.J; Petrick, J.F
	2018-09-01
Source Publication	Journal of Destination Marketing & Management
ISSN	2212-571X
Pages	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.
Keyword	Celebrity Brand Festival Loyalty Image Destination attachment Korea
Language	英語English
The Source to Article	PB_Publication
PUB ID	37386
Document Type	Journal article
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding Author	Choe, J.Y.J
Recommended Citation GB/T 7714	Kim, S.S,Choe, J.Y.J,Petrick, J.F. 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, 320-329.
APA	Kim, S.S., Choe, J.Y.J., & Petrick, J.F (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, 320-329.
MLA	Kim, S.S,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 (2018):320-329.

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