BRANDFESTS: SERVICESCAPES FOR THE CULTIVATION OF BRAND EQUITY James H. McAlexander, Ph.D. and John W. Schouten, Ph.D.* * James H. McAlexander is Associate Professor of Marketing, College of Business Administration, Oregon State University, Corvallis, Oregon 97331. John W. Schouten is Associate Professor of Marketing, School of Business Administration, University of Portland, Portland, Oregon 97203. Acknowledgement: We wish to thank the people of Harley-Davidson, Inc., Bozell Worldwide, and Chrylser Corp. for their time and support in this project.