ABSTRACT
The research presented in this article benefitted from an interpretive perspective so as to understand the experiences of the participants. Several methods of data collection methods such as photos, videos and interviews were used in this research in order to understand the emotional engagement created by a cultural festival in Australia - Italian Week - and its impact on consumption behavior. We studied the experiential meaning and subsequent emotional engagement created by the festival and its role as a service provided to attendees whether they have Italian origins or not. The data collected enabled us to understand the festival’s ability to trigger a shift in attendees’ buying patterns and to develop The Emotional Engagement Model (TEEM).
Keywords
Emotional engagement, Fest-Vibe, identification, stereotypes, consumer behavior