The effect of the musical event brand with different levels of artist-celebrity congruence
DOI:
https://doi.org/10.51359/2526-7884.2017.15013Keywords:
brand, musical event, artist, celebrity, congruence.Abstract
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.References
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