...Meena Rambocas; Justin Edwards Purpose The purpose of the study was to explore the brand personality traits associated with the Caribbean carnival festival and examine the influence of these traits on brand equity. Design/methodology/approach A quantitative research design was employed...

...Franklin Cordova-Buiza; Lucía Castaño Prieto; Joberth Vargas-Figueroa; Tomas Lopez-Guzman Purpose The purpose of this article is to analyse the Cajamarca Carnival, one of the most important in Latin America, defining the socio-demographic profile of the people who attend, their motivations...

...Greg Richards; Lénia Marques Purpose This study aims to evaluate the experience of Carnival participants in Brazil, analysing the different dimensions of experience and their effect on outcomes, including satisfaction and intention to return. Design/methodology/approach Online surveys were...

...Carlos Monterrubio; Katherine Dashper; Rafael Hernández-Espinosa Purpose Mexico has a rich programme of community carnivals that both perpetuate and offer opportunities to subvert existing power structures and social relations. Carnival organisers have a key role to play in either reinforcing...

...Carlos Monterrubio; Katherine Dashper Purpose This research aimed to explore the complexity of the carnival as a space that both challenges and reinforces social hierarchies, as well as a potential catalyst for social transformation for marginalised groups. Design/methodology/approach...