Developing a brand personality framework in the context of outdoor small-scale sport events

Καραγιώργος, Θωμάς; Ntovoli, Apostolia; Alexandris, Konstantinos

doi:10.1080/15470148.2022.2158153

Cited by 6 publications

(3 citation statements)

References 52 publications

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“…Brand personality contributes to creating a series of positive associations in the minds of consumers because it provides a competitive differentiation between brands. Thus, brand personality positively influences desired positive outcomes such as brand image (Kim et al, 2018;Souiden et al, 2017;Karagiorgos et al, 2023), trust (Sung and Kim, 2010) and loyalty (Villagra et al, 2021;Chi et al, 2018;Kim et al, 2015;Rocha et al, 2022). Aaker (1997) defines brand personality in five different dimensions: sincerity, excitement, competence, sophistication and ruggedness.…”

Section: Moderating Role Of Involvementmentioning

confidence: 99%

“…While many studies on the personality of destinations are in the tourism literature, studies on the personality of events, especially festivals, are rare (Masiello et al, 2020). The existing limited number of studies have focused more on the personality of sports events ( C aslavov a and Petr a ckov a, 2011; Braunstein and Ross, 2010;Alexandris, 2016;Karagiorgos et al, 2023). As one of the limited number of studies on festival personality, Gonçalves et al (2018) examined the personality traits of four music events in Portugal.…”

Section: Moderating Role Of Involvementmentioning

confidence: 99%

“…Thus, brand personality positively influences desired positive outcomes such as brand image (Kim et al. , 2018; Souiden et al ., 2017; Karagiorgos et al ., 2023), trust (Sung and Kim, 2010) and loyalty (Villagra et al ., 2021; Chi et al ., 2018; Kim et al ., 2015; Rocha et al ., 2022).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

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Festival personality, satisfaction and loyalty: the moderating effect of involvement

Karagöz,

Ramkissoon

2023

IJEFM

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PurposeThe objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.Design/methodology/approachThe authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.FindingsThe findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.Originality/valueThis study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

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