Assessing the Relationships among SERVQUAL, Consumer ‘Shinmyoung’ Experiences, and Behavioral Intentions: A Brand Equity Management Perspective

Despite the richness and increased importance of festivals, the processes and consequences of brand equity management in such events have yet to be systematically investigated. In an attempt to fill this research gap, the present study conducts a survey among consumers attending an international festival and examines the relationships among their positive emotion (e.g., exhilaration and excitement), perceived service quality (SERVQUAL), and intention to attend the festival again. The survey data indicate that consumers who highly rate the service quality of a festival in terms of experience,interactivity, and program quality are more likely to feel a strong positive emotion (i.e., individual and collective ‘shinmyoung’) during the festival. Consumers who feel stronger positive emotions, in turn, are more likely to show intentions to attend the festival again. The theoretical and strategic implications of these findings are discussed in light of brand equity management.