N4(2024)

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homepage: http://www.applied-business-solutions.eu
Type: Article
Title: Festivals as Arenas of Political and Cultural Influence: Integrating Brand Engagement with National Identity and Consumer Experience PDF Article
Author: Zlata Kazhenava
Author: Eva Navickaitė
Author: Mehmet Recai Uygur
On-line: 30 December 2024
Metrics: Applied Business: Issues & Solutions 4(2024)32-44 - ISSN 2783-6967.
DOI: 10.57005/ab.2024.4.6
URL: http://www.applied-business-solutions.eu/h24/2024_4_6.html
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Abstract. This article discusses the use of festivals more specifically as marketing tools for a brand or company and how such cultural and political events can influence the perception and behaviour of the consumers. The study looks at marketing of festivals in Lithuania and seeks to measure the effectiveness of this type of marketing by assessing the consumption and purchase behaviour as well as the attention to the brand by local and foreign festival participants. Important questions were how such brands have strategically exploited the cultural importance of these festivals in wonderfully connecting with the people, the importance of timing and length of a campaign, and risks of nonbeing culturally sensitive. Surveys, data analysis and case studies among local festivals were used and the results show that socially responsible and culturally oriented brand advertising at the festival can eventually be translated into purchase behaviour, building consumer trust and brand equity that positions the business as part of the culture rather than an intruder. This study posits practical implications for business organizations that want to take the advantage of varying forms of festival marketing by promoting a community-oriented approach which does not clash with economic objectives.
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JEL: M31; L82; Z13; Z10.
Keywords: festival marketing; consumer behaviour; cultural identity; brand engagement; event sponsorship.
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Citation: Zlata Kazhenava, Eva Navickaitė, Mehmet Recai Uygur (2024). Festivals as Arenas of Political and Cultural Influence: Integrating Brand Engagement with National Identity and Consumer Experience. - Applied Business: Issues & Solutions 4(2024)32-44. - ISSN 2783-6967.
https://doi.org/10.57005/ab.2024.4.6
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