Dimensions That Influence the Creation of Brand Value of a Music Event and Its Influence on Attendee Satisfaction

Background: Music festivals are part of the cultural industry, and have become an ever-growing phenomenon. It is essential for organisers to identify whether marketing strategies implemented positive effective in generating a competitive advantage. The aim this study elements that make up brand equity emerging music festival, find out overall determines satisfaction subsequent behaviours festival-goers. Methods: Quantitative research was used by conducting ad hoc structured survey during development live festival May 2022. questionnaire collects information about dimensions global value how they influence behavioural intentions, consisting total 33 indicators.; Results: Awareness, perceived quality, loyalty most influential shaping festival. There correlation between attendees, latter influences recommendation event. Conclusions: causal relationships shown, where three four hypotheses accepted. Similarly, related image intentions also