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dc.contributor.authorDreyer, Adriana
dc.contributor.authorSlabbert, Elmarie
dc.date.accessioned2013-10-18T07:43:12Z
dc.date.available2013-10-18T07:43:12Z
dc.date.issued2012
dc.identifier.citationDreyer, A. & Slabbert, E. 2012. Exploring branding associations in festival branding. African journal of business management , 6(1):222-228. [http://dx.doi.org/10.5897/AJBM11.1818]en_US
dc.identifier.issn1993-9233
dc.identifier.issn2079-410X
dc.identifier.urihttp://hdl.handle.net/10394/9316
dc.identifier.urihttp://dx.doi.org/10.5897/AJBM11.1818
dc.description.abstractArts festivals in South Africa are growing tremendously and it has become more important for these types of tourism products to position themselves competitively. Branding plays a major role in positioning and the associations made with the brand. It is necessary to understand these associations as well as factors influencing the associations. Therefore, the purpose of this research is to explore brand associations in festival branding and to determine the influence of demographic characteristics on festival associations. Very little research in this regard has been conducted in South Africa. This study was done at the KKNK (Klein Karoo National Arts Festival) held annually in Oudtshoorn, by means of a structured questionnaire where 394 questionnaires were completed. The statistical analysis was descriptive in nature, including a factor analysis (to determine the brand associations) and the calculation of effect sizes (to determine differences between the brand associations and certain demographic variables). Firstly, the results revealed three brand associations, namely brand judgements, brand attributes and brand performance. Secondly, the results indicated no significant differences between age, gender, marital status, province, qualification, number of times visited and the identified brand associations. The results therefore confirm that brand associations exist but that demographic characteristics do not influence these associations.en_US
dc.description.urihttp://dx.doi.org/10.5897/AJBM11.1818
dc.description.urihttp://www.academicjournals.org/article/article1380546716_Dreyer%20and%20Slabbert.pdf
dc.language.isoenen_US
dc.publisherAcademic journalsen_US
dc.subjectArts festivalsen_US
dc.subjectcompetitive advantageen_US
dc.subjectbrandingen_US
dc.subjectbrand associationsen_US
dc.subjectfestival brandingen_US
dc.subjectdemographic characteristicsen_US
dc.subjectKlein Karoo National Arts Festival (KKNK)en_US
dc.titleExploring branding associations in festival brandingen_US
dc.typeArticleen_US
dc.contributor.researchID10732586 - Slabbert, Elmarie


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