A moderated mediation model to estimate the relationship between brands’ experiential event evaluation and WOM

Purpose This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the mediating role of brand equity. Design/methodology/approach The study is based on a survey of 844 participants in a real event organised by a leisure Spanish destination with a large inflow of national and international attendees, in conjunction with the city government where it is located. Findings Attendees’ evaluation of the event exerted a significant positive effect on word-of-mouth. However, brand equity – which is built over time via past marketing actions – mediates this relationship. Meanwhile, brand familiarity moderates the relationship between people’s overall evaluation of the event, brand equity and positive recommendations. Practical implications These results offer guidance to destination managers regarding reoccurring experiential marketing events. Participants with high appraisal of events serve to create buzz and amplify the event experience for others. Originality/value The study is a novel attempt to analyse the influence of visitors’ experiences on brand destination outcomes by considering the moderating role of brand familiarity – an issue that, to our knowledge, has not been assessed in the context of events. The results make clear that mere exposure to a brand does not necessarily lead to brand equity and WOM. Instead, managers must design experiential events carefully – not only to convert sporadic visitors into frequent customers but also to keep consistent clients from losing interest.