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Building a local identity through sellout crowds: The impact of brand popularity, brand similarity, and brand diversity of music festivals

Building a local identity through sellout crowds: The impact of brand popularity, brand similarity, and brand diversity of music festivals
Building a local identity through sellout crowds: The impact of brand popularity, brand similarity, and brand diversity of music festivals
Festival organizations must often balance commercial and artistic priorities when providing a platform for creative expression and regional identity building. However, research on the complex relationship between festival brand metrics and visitor attendance is limited. This relationship is particularly relevant to local governments, tourism boards, and festival organizers because, without reach and visitors, regional branding and identity building are likely to fall on deaf ears. Using data collected from 136 Dutch music festivals, as well as hierarchical regression analysis, this study confirms that a balancing act is necessary with respect to brand popularity, brand similarity, and brand diversity and that being too unique as a festival brand can become a double-edged sword. This finding is particularly relevant because many festival organizers often highlight innovativeness and uniqueness in their requests for funding, regional marketing support, and community engagement. The implications for festival organizers, destination marketers, and local governments are discussed.
Music festivals, brand diversity, brand popularity, brand similarity
0965-254X
435-450
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Leenders, Mark
de9aaa4e-f780-4bb6-a467-0c9569b458d3
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Leenders, Mark
de9aaa4e-f780-4bb6-a467-0c9569b458d3

Lopez, Carmen and Leenders, Mark (2019) Building a local identity through sellout crowds: The impact of brand popularity, brand similarity, and brand diversity of music festivals. Journal of Strategic Marketing, 27 (5), 435-450. (doi:10.1080/0965254X.2018.1430055).

Record type: Article

Abstract

Festival organizations must often balance commercial and artistic priorities when providing a platform for creative expression and regional identity building. However, research on the complex relationship between festival brand metrics and visitor attendance is limited. This relationship is particularly relevant to local governments, tourism boards, and festival organizers because, without reach and visitors, regional branding and identity building are likely to fall on deaf ears. Using data collected from 136 Dutch music festivals, as well as hierarchical regression analysis, this study confirms that a balancing act is necessary with respect to brand popularity, brand similarity, and brand diversity and that being too unique as a festival brand can become a double-edged sword. This finding is particularly relevant because many festival organizers often highlight innovativeness and uniqueness in their requests for funding, regional marketing support, and community engagement. The implications for festival organizers, destination marketers, and local governments are discussed.

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JSM. Lopez & Leenders_Draft Open Access - Accepted Manuscript
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More information

Accepted/In Press date: 27 November 2017
e-pub ahead of print date: 12 February 2018
Published date: 2019
Keywords: Music festivals, brand diversity, brand popularity, brand similarity

Identifiers

Local EPrints ID: 434149
URI: http://eprints.soton.ac.uk/id/eprint/434149
ISSN: 0965-254X
PURE UUID: d339a6eb-82bb-456c-9004-85cc323cc52c
ORCID for Carmen Lopez: ORCID iD orcid.org/0000-0002-5510-1920

Catalogue record

Date deposited: 13 Sep 2019 16:30
Last modified: 27 Jan 2020 13:59

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