Purpose
All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity.
Design/methodology/approach
In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India.
Findings
Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment.
Research limitations/implications
This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers.
Originality/value
This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.
Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
