.... It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city. Design/methodology/approach This investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from...

...Maarit Kinnunen; Kerttu Uhmavaara; Maiju Jääskeläinen Purpose Since effective and successful branding increases the popularity and loyalty of the festival, and its economic success factors like positive media coverage and sponsors’ interest, it is essential that the festival brand image...