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The experience economy approach to festival marketing: vivid memory and attendee loyalty Aikaterini Manthiou Seonjeong (Ally) Lee Liang (Rebecca) Tang Lanlung Chiang Article information:To cite this document: Aikaterini Manthiou Seonjeong (Ally) Lee Liang (Rebecca) Tang Lanlung Chiang , (2014),"The experience economy approach to festival marketing: vivid memory and attendee loyalty" Access to this document was granted through an Emerald subscription provided by 405387 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty. Design/methodology/approach -Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals. Findings -Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions. Practical implications -Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy. Originality/value -The study is a pioneer in the evaluation of vividity of memory to the festival context.The experience economy approach to festival marketing Aikaterini Manthiou et al.

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This study used image congruity theory to understand customer loyalty in name-brand coffee shops in Korea. The authors developed and tested a structural model that links image congruity (self-congruity and functional congruity) and brand loyalty components (cognitive, affective, and conative loyalty). The elaboration likelihood model was used to understand the information processing underlying the structural model. The results showed that self-congruity significantly influences both cognitive and affective loyalty in the central route of persuasion. Functional congruity significantly influences cognitive loyalty in the peripheral route of communication. This study suggests promotional strategies for the marketers of name-brand coffee shops in Korea.