Purpose While event attendees’ motivations have been extensively studied, limited research has examined the relationship between motivation factors and event brand equity for special events. This study investigated the antecedents and outcomes of event brand equity for live music events. Design/methodology/approach Purposive sampling methods and a self-administered survey were used to collect the data. In total, 503 usable samples were further analysed using partial least squares structural equation modelling (PLS-SEM) to test the measurement model and the importance–performance matrix approach (IPMA). Findings The results revealed that celebrity motivation, unique motivation and family and friend togetherness motivation affect event brand equity. Event brand equity increased the level of advocacy and revisit intentions for concerts in Thailand. Furthermore, the IPMA results proved that unique motivation is of great importance and is more significant than event brand equity. In contrast, excitement motivation is less important but showed slightly higher performance for event brand equity than other motivational factors. Originality/value This study offers several theoretical implications by applying the stimulus-organism-response (S-O-R) framework and contributing to a deeper understanding of factors influencing event brand equity and subsequent advocacy and revisit intentions within the context of music events.
Phonmuk et al. (Thu,) studied this question.