Purpose

This study aims to examines how renaming music festivals with brand names affect festivalgoers' purchase intention in a Southwestern European country.

Design/methodology/approach

This study uses 291 festivalgoers' responses attending five music festivals in a Southwestern European country with structural equation modeling.

Findings

The study shows that the brand experience at the music festival directly influences brand attitude, which in turn positively influences purchase intention. The results also show the direct impact of event-sponsor fit on brand image transfer (BIT), positively affecting purchase intention.

Research limitations/implications

The study examined only five music festivals in a Southwestern European country. Further studies can investigate multiple music festivals in different geographic regions. Four of the five sponsoring brands of the music festivals are telecommunication operators. Also, this study did not explore the differences in the effect of destination image, artist image and festivalgoers' attachment to music festivals.

Practical implications

The brand sponsorship of music festivals should ensure the event-sponsor fit to impact BIT and purchase intention positively. A synergy between events and sponsors must be created to involve consumers with the brands.

Originality/value

This study uses congruity theory in a music festival setting. The investigation is unique as it is conducted at five music festivals in a Southwestern European country.

中文翻译：

---

“你有一个新名字了！” 用品牌更名音乐节如何影响音乐节观众的购买意愿

目的

本研究旨在探讨在西南部欧洲国家，用品牌名称重命名音乐节如何影响音乐节观众的购买意愿。

设计/方法论/途径

本研究利用结构方程模型，使用了 291 名音乐节观众在西南部欧洲国家参加五个音乐节时的反应。

发现

研究表明，音乐节上的品牌体验直接影响品牌态度，进而对购买意愿产生积极影响。结果还显示了活动赞助商契合度对品牌形象转移 (BIT) 的直接影响，对购买意愿产生积极影响。

研究局限性/影响

该研究仅调查了西南部国家的五个音乐节。进一步的研究可以调查不同地理区域的多个音乐节。音乐节的五个赞助品牌中有四个是电信运营商。此外，本研究没有探讨目的地形象、艺术家形象和音乐节观众对音乐节依恋的影响差异。

实际影响

音乐节的品牌赞助应确保活动赞助商适合，从而对 BIT 和购买意愿产生积极影响。必须在活动和赞助商之间建立协同作用，让消费者参与到品牌中。

原创性/价值

本研究在音乐节环境中使用了一致性理论。这项调查是独一无二的，因为它是在西南部欧洲国家的五个音乐节上进行的。