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040			_aMSU _cMSU _erda
100	1		_aLeenders, Mark A.A.M _eauthor
245	1	4	_aThe relative importance of the brand of music festivals: a customer equity perspective / _ccreated by Mark A.A.M. Leenders
264			_aAbingdon: _bTaylor and Francis, _c2010-
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 18 , number 4,
520			_aThe aim of the paper is to examine the relative impact of tangible and intangible factors on the success of music festivals. The paper draws on literature relating to hedonic consumption, customer equity, loyalty, and the success of music festivals. Data are collected among music festival goers by means of structured interviews in the Netherlands, one of the leading music festival markets in the world. The results show that brand equity aspects such as image, festival atmosphere associations, and (anticipated) emotions are most important for loyalty. Value equity (i.e. ticket price) plays some role but is less important than brand equity components. Interestingly, the program of the festival does not seem to affect loyalty in the current environment. Relationship equity components seem to play a marginal role at best. Implications for strategic marketing decisions in cultural industries are discussed.
650	0	4	_aMusic festivals. _xSuccess
650	0	4	_aLoyalty _xCustomer equity
650	0	4	_aHedonic consumption
856			_uhttps://doi.org/10.1080/09652541003768061
942			_2lcc _cJA
999			_c157289 _d157289