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Festivals can utilize positive brand equity to enhance their competitiveness in the market and strengthen their relationships with patrons. As festival brand equity has not been extensively studied, this study was designed to 1) identify components of festival brand equity and 2) explore how festival brand equity influences loyalty by examining the mediation effect of satisfaction. Findings from 493 questionnaires suggest participants’ loyalty is influenced by a second-level brand equity, comprising factors of brand awareness, brand image, and perceived quality. The impact of brand equity on loyalty is partially mediated by satisfaction. Further academic and practical implications will be discussed.

How festival brand equity influences loyalty: the mediator effect of satisfaction