ROCK IN RIO FESTIVAL: INFLUENCES OF BRAND EXPERIENCE AND THE BRAND PERSONALITY IN AUDIENCE OF A MUSIC FESTIVAL IN BRAZIL

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 there exists little empirical evidence in consumption services like Rock in Rio Music Festival. This article measures the brand experience of the Rock in Rio Musical Festival and verifies its relationships with brand personality, moreover consumers' attitudes and their behavioral 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 hypotheses were tested empirically by multivariate statistical analysis by the use of structural equation modeling. Findings indicate that the first order of constructs-sensory, affective, behavioral, and intellectual-formed the second-order 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 influence the satisfaction and loyalty to the brand. Moreover, this article helps managers to increase the experiential marketing perception of their consumers at a music festival.