We studied the COO effect on emotional engagement in the case of Italian Week in Australia. We outline The Emotional Engagement Model (TEEM; (Sorbello and Karsaklian, 2016b)) which provides a general framework to understand the impact on COO on the creation of emotional engagement for participants with high and low involvement in Italian culture. A qualitative study generated key factors in establishing emotional engagement with Italian culture. Results from this research indicate that thanks to COO, Italian Week is not only able to generate emotional engagement but also generate positive COO to attendees with low involvement.
Country of Origin, Cultural Festival, Emotional Engagement, Consumer Behaviour