Browsing by Subject "Celebrity; Brand; Festival; Loyalty; Image; Destination attachment; Korea"
Now showing items 1-1 of 1
-
The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival
(Elservier, 2018)This study assessed whether a celebrity writer endorsement affects festival brand equity and attachment to a festival destination. Subjects were non-residents who attended a local literary festival. Among celebrity ...