Antecedents of brand loyalty in the context of events

Abstract

The study was guided by six main objectives. Firstly, to investigate the distinct personality traits of events. To achieve this, qualitative study was done to investigate the personality traits that these events hold. The visitors of these events were interviewed and asked questions about the events (Appendix A). Thematic analysis was employed to find out the various personality traits for all the three events. Next four objectives were: to examine the impact of brand personality and brand experience on brand identification in the context of events; to explore the relationship between brand identification and brand satisfaction in the context of events; to explore the relationship between brand identification and brand trust in the context of events; and to examine the factors impacting brand loyalty in context of events. To achieve these research objectives, primary data was collected using intercept survey method. A structured questionnaire (Appendix B) was distributed and responses were collected from the visitors of these events. SEM was used to validate the theoretical model of the study using AMOS 24 software. newlineLast objective solicited to investigate whether nature of events have any impact on brand loyalty in the context of events. To achieve this objective, moderation analysis was performed on the six hypotheses. The nature of event was taken as a moderator variable. The study found the positive and favourable impact of visitors brand personality on visitors brand identification; of visitors brand experience on visitors brand identification; visitors brand identification on visitors brand satisfaction; visitors brand identification on visitors brand trust; visitors brand satisfaction on visitors brand loyalty and visitors brand trust on visitors brand loyalty. The moderation effect has shown that nature of event has no impact on the relationship of visitors brand personality and visitors brand identification; on visitors brand experience and visitors brand identification; and on visitors