Festival personality, satisfaction and loyalty: the moderating effect of involvement
Deniz Karagöz,
Haywantee Ramkissoon
Abstract:PurposeThe objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.Design/methodology/approachThe authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were id… Show more
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