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Events Brand Personality: Insights From Music Festivals In Portugal

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Abstract

The changing trends in the marketplace and the proliferation of events, have become a reality in which those responsible for managing them seek adequate differentiation strategies through brand management approaches. Although brand personality has been studied in the case of different products, the theory has not been analysed in music festivals contexts. This study aims to analyse what extent is the scale of brand personality developed by Aaker et al. (2001) useful to characterize the brand personality of musical festivals? This research focuses on the study of four of the most iconic music festivals in Portugal: Rock in Rio, MEO Sudoeste, Optimus/NOS Alive and Super Bock Super Rock. Empirical data was collected from university students whose profile matches the profile of the target segments of these four events. This study contributes to the theory as it elaborates on the BP scale in the special case of musical events. It will be also particularly useful to musical events’ organisers as it will enrich their knowledge about the most relevant personality traits that best characterizes this kind of events brands.

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  • Gonçalves, Joana & Guerreiro, Manuela & Mendes, Júlio & Pereira, Luís, 2018. "Events Brand Personality: Insights From Music Festivals In Portugal," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 6(3), pages 326-343.
    • Handle: RePEc:ris:jspord:0978
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    More about this item

    Keywords

    Brand Personality; Music Events; Exploratory Factor Analysis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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