The effect of the musical event brand with different levels of artist-celebrity congruence

Detalhes bibliográficos
Autor(a) principal: Aureliano-Silva, Leonardo
Data de Publicação: 2017
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Consumer Behavior Review
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15013
Resumo: The main objective of this study was to analyze the effect of the event brand on the consumer behavior of musical events. For this, an experiment was carried out with 217 individuals, and it was verified that a recognized brand increases the purchase intention of the ticket and the perception of quality of the event. The recognized brand was better evaluated when it counted on celebrity artist of high congruence with the event, both for purchase intention of the ticket and perception of quality. The unacknowledged brand was best evaluated only in relation to the perceived quality of the event when it featured celebrity artist of high congruence with the event.
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spelling The effect of the musical event brand with different levels of artist-celebrity congruenceO efeito da marca de eventos musicais com diferentes níveis de congruência do artista-celebridadebrandmusical eventartistcelebritycongruence.marcaevento musicalartistacelebridadecongruência.The main objective of this study was to analyze the effect of the event brand on the consumer behavior of musical events. For this, an experiment was carried out with 217 individuals, and it was verified that a recognized brand increases the purchase intention of the ticket and the perception of quality of the event. The recognized brand was better evaluated when it counted on celebrity artist of high congruence with the event, both for purchase intention of the ticket and perception of quality. The unacknowledged brand was best evaluated only in relation to the perceived quality of the event when it featured celebrity artist of high congruence with the event.O principal objetivo desse estudo foi analisar o efeito da marca do evento no comportamento do consumidor de eventos musicais. Para isso foi realizado um experimento com 217 indivíduos, e constatado que uma marca reconhecida aumenta a intenção de compra do ingresso e a percepção de qualidade do evento. A marca reconhecida foi mais bem avaliada quando contou com artista-celebridade de alta congruência com o evento, tanto para intenção de compra do ingresso como percepção de qualidade. A marca não reconhecida foi mais bem avaliada apenas em relação à  percepção de qualidade do evento quando contou com artista-celebridade de alta congruência com o evento.Universidade Federal de Pernambuco2017-05-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/1501310.51359/2526-7884.2017.15013CBR - Consumer Behavior Review; Vol. 1 No. 1 (2017): january-june; 1-10CBR - Consumer Behavior Review; v. 1 n. 1 (2017): janeiro-junho; 1-102526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEenghttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15013/18719Copyright (c) 2017 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessAureliano-Silva, Leonardo2023-05-26T03:22:30Zoai:oai.periodicos.ufpe.br:article/15013Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T03:22:30Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv The effect of the musical event brand with different levels of artist-celebrity congruence
O efeito da marca de eventos musicais com diferentes níveis de congruência do artista-celebridade
title The effect of the musical event brand with different levels of artist-celebrity congruence
spellingShingle The effect of the musical event brand with different levels of artist-celebrity congruence
Aureliano-Silva, Leonardo
brand
musical event
artist
celebrity
congruence.
marca
evento musical
artista
celebridade
congruência.
title_short The effect of the musical event brand with different levels of artist-celebrity congruence
title_full The effect of the musical event brand with different levels of artist-celebrity congruence
title_fullStr The effect of the musical event brand with different levels of artist-celebrity congruence
title_full_unstemmed The effect of the musical event brand with different levels of artist-celebrity congruence
title_sort The effect of the musical event brand with different levels of artist-celebrity congruence
author Aureliano-Silva, Leonardo
author_facet Aureliano-Silva, Leonardo
author_role author
dc.contributor.author.fl_str_mv Aureliano-Silva, Leonardo
dc.subject.por.fl_str_mv brand
musical event
artist
celebrity
congruence.
marca
evento musical
artista
celebridade
congruência.
topic brand
musical event
artist
celebrity
congruence.
marca
evento musical
artista
celebridade
congruência.
description The main objective of this study was to analyze the effect of the event brand on the consumer behavior of musical events. For this, an experiment was carried out with 217 individuals, and it was verified that a recognized brand increases the purchase intention of the ticket and the perception of quality of the event. The recognized brand was better evaluated when it counted on celebrity artist of high congruence with the event, both for purchase intention of the ticket and perception of quality. The unacknowledged brand was best evaluated only in relation to the perceived quality of the event when it featured celebrity artist of high congruence with the event.
publishDate 2017
dc.date.none.fl_str_mv 2017-05-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15013
10.51359/2526-7884.2017.15013
url https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15013
identifier_str_mv 10.51359/2526-7884.2017.15013
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15013/18719
dc.rights.driver.fl_str_mv Copyright (c) 2017 CBR - Consumer Behavior Review
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 CBR - Consumer Behavior Review
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv CBR - Consumer Behavior Review; Vol. 1 No. 1 (2017): january-june; 1-10
CBR - Consumer Behavior Review; v. 1 n. 1 (2017): janeiro-junho; 1-10
2526-7884
reponame:Consumer Behavior Review
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Consumer Behavior Review
collection Consumer Behavior Review
repository.name.fl_str_mv Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv cbr@ufpe.br||periodicos.ufpe@ufpe.br
_version_ 1797220395739250688

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