Antecedents of Participation in Music Festivals

Abstract

In the marketing literature, the desire or need to participate in a music festival is triggered by various reasons. Some sponsorship forms have associated brands with music festivals. One of the counterparts of the sponsorship is the possibility of associating the name of the brand with the designation of the name of the festival—that is, the brand acquiring the naming right of the festival. However, this theme has aroused the academy's interest, and studies that show the importance of the festivals in connection with the sponsoring brand. Thus, this study (N = 306) was carried out through a research model, tested through the PLS-SEM methodology, which showed that cultural exploration and socialization have effects on trust and brand connection and that the congruence between the sponsoring brand and the festival's characteristics play a mediating role in this relationship. Therefore, recommendations are suggested that contribute to the theoretical-practical deepening of new forms of persuasive communication, such as sponsorship, applied to the creative and cultural industries.