Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/34725
Autoria: Ganhão, M.
Loureiro, S. M. C.
Guerreiro, J.
Bilro, R. G.
Rodrigues, M. B.
Editor: Vincent Jeseo
Jasmine Parajuli
Data: 2024
Título próprio: Cognitive, affective, and social drivers of music fan-related behavior
Título e volume do livro: Marketing in a multicultural and vibrant world: Proceedings for the 2024 AMS World Marketing Congress
Paginação: 59 - 68
Referência bibliográfica: Ganhão, M., Loureiro, S. M. C., Guerreiro, J., Bilro, R. G., & Rodrigues, M. B. (2024). Cognitive, affective, and social drivers of music fan-related behavior. In Vincent J., & J. Parajuli (Eds.), Marketing in a multicultural and vibrant world: Proceedings for the 2024 AMS World Marketing Congress (pp. 59-68). Springer. https://doi.org/10.1007/978-3-031-80904-0_6
ISSN: 2363-6165
ISBN: 978-3-031-80904-0
DOI (Digital Object Identifier): 10.1007/978-3-031-80904-0_6
Palavras-chave: Fan-related behavior
Brand coolness
Attitude
Perceived social value
Psychological sense of community
Resumo: The music industry underwent a digital revolution, culminating in the dominance of streaming services. These services transformed music consumption habits, providing constant access to music and an abundance of options. However, understanding what drives music consumers’ loyalty to their favorite artists in this vast landscape remains a critical question. With both popular and lesser-known artists now sharing the same platforms, fostering loyalty has become a challenge. Surprisingly, there is limited research on brand loyalty toward music artists. To address this gap, our study investigates the factors influencing attitude and fan-related behavior. Data collection and analysis were conducted through quantitative methods using an online questionnaire based on relevant literature on the topic. Findings reveal that Brand Coolness, Perceived Sense of Brand Community, Perceived Quality, and Perceived Social value predict attitudes toward music artists, which subsequently influences behavioral loyalty. Finally, this study evidences the need for musicians and managers to invest in amplifying loyalty from the fans, through these predictors.
Arbitragem científica: yes
Acesso: Acesso Embargado
Aparece nas coleções:BRU-CRI - Comunicações a conferências internacionais

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