Building a local identity through sellout crowds: the impact of brand popularity, brand similarity, and brand diversity of music festivals

Lopez, C and Leenders, M 2019, 'Building a local identity through sellout crowds: the impact of brand popularity, brand similarity, and brand diversity of music festivals', Journal of Strategic Marketing, vol. 27, no. 5, pp. 435-450.


Document type: Journal Article
Collection: Journal Articles

Title Building a local identity through sellout crowds: the impact of brand popularity, brand similarity, and brand diversity of music festivals
Author(s) Lopez, C
Leenders, M
Year 2019
Journal name Journal of Strategic Marketing
Volume number 27
Issue number 5
Start page 435
End page 450
Total pages 16
Publisher Routledge
Abstract Festival organizations must often balance commercial and artistic priorities when providing a platform for creative expression and regional identity building. However, research on the complex relationship between festival brand metrics and visitor attendance is limited. This relationship is particularly relevant to local governments, tourism boards, and festival organizers because, without reach and visitors, regional branding and identity building are likely to fall on deaf ears. Using data collected from 136 Dutch music festivals, as well as hierarchical regression analysis, this study confirms that a balancing act is necessary with respect to brand popularity, brand similarity, and brand diversity and that being too unique as a festival brand can become a double-edged sword. This finding is particularly relevant because many festival organizers often highlight innovativeness and uniqueness in their requests for funding, regional marketing support, and community engagement. The implications for festival organizers, destination marketers, and local governments are discussed.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) brand diversity
brand popularity
brand similarity
Music festivals
DOI - identifier 10.1080/0965254X.2018.1430055
Copyright notice © 2018 Informa UK Limited, trading as Taylor & Francis Group
ISSN 0965-254X
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