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

By Samuel S. Kim, Ja Young (Jacey) Choe, J. Petrick. Journal of Destination Marketing & Management, 2018

301 citations recorded by the source corpus.

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.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/55f4bb1092f09d88b4eae7b77c5b6f3039b2af1b

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Citations in the corpus

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming (2021, background): “The trust transfer model stated that the celebrity endorsement process is essentially the transfer process of celebrity trust [28,29].”
Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective (2019, background): “Additionally, firms get trade leverage and do not need to advertise as much as companies without loyal customers do [45,20].”
Destination loyalty explained through place attachment, destination familiarity and destination image (2020, methodology): “Place attachment was measured by three items based on previous studies (Goudy, 1990; Gursoy & Rutherford, 2004; Kim et al., 2018; Matarrita-Cascante, Stedman, & Luloff, 2010).”