The effect of the musical event brand with different levels of artist-celebrity congruence
Autor(a) principal: | |
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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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Consumer Behavior Review |
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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 |