Rock in Rio Festival: Influences of Brand Experience and the Brand Personality in Audience of a Music Festival in Brazil

Abstract

Considering the existence of other studies in which the brand experience tested from the Brand Experience Model fails to verify the nomological validity in all their relations, represents a gap in the knowledge about the brand experience and exist little empirical evidence in consumption services like Rock In Rio Music Festival. This paper measures the brand experience of the Rock in Rio Musical Festival and verifies its relationships with brand personality, moreover consumers' attitudes and their behavioural intentions in terms of satisfaction and loyalty. A survey questionnaire was applied to the participants of Rock in Rio Music Festival by Facebook Ads and 864 online questionnaires were answered. Eight hypothesis were tested empirically by multivariate statistical analysis by the use of structural equation modeling. Findings indicate that the first order of constructs: sensory, affective, behavioural and intellectual formed the secondorder construct of brand experience and the first-order constructs of sincerity, excitement, competence and ruggedness formed the second-order construct of the brand personality. The brand experience focuses on the brand personality and both influences the satisfaction and loyalty to the brand and moreover this paper helps managers to increase the experiential marketing perception of their consumers at a music festival.