Exploring How Brand Engagement and Experience Drive Brand Loyalty Through Word-of-Mouth Intention

Abstract

Festival branding has become increasingly important in enhancing visitors’ loyalty and sustaining the competitiveness of cultural events. However, limited studies have examined the combined effects of brand engagement and brand experience on brand loyalty in festival contexts, particularly through the mediating role of word-of-mouth (WOM) intention. This study aims to examine the effects of brand engagement and brand experience on brand loyalty at the Jinan Spring Water Festival, as well as the mediating role of WOM intention in these relationships. A quantitative research approach was adopted, and data were collected from 197 respondents who participated in the Jinan Spring Water Festival. The data were analyzed using SmartPLS to evaluate the proposed relationships and mediation effects. The findings reveal that both brand engagement and brand experience significantly and positively influence brand loyalty. In addition, WOM intention partially mediates the relationships between brand engagement, brand experience, and brand loyalty. The study highlights the importance of developing engaging and experiential festival activities while encouraging positive WOM communication to strengthen audience loyalty. The findings contribute to the literature on festival branding and provide practical guidance for festival organizers seeking to enhance brand value and long-term visitor loyalty.