Staff Profile Pages

Brand-as-Person versus Brand-as-User: An Anthropomorphic Issue in Tourism-related Self-Congruity Studies

Authors: Wassler, P. and Hung, K.

Journal: Asia Pacific Journal of Tourism Research

Volume: 20

Issue: 8

Pages: 839-859

eISSN: 1741-6507

ISSN: 1094-1665

DOI: 10.1080/10941665.2014.935738

Abstract:

Tourism self-congruity studies use two facets to personify destinations, namely, brand-as-person and brand-as-user. These features have been considered synonymous in previous research, and thus the differences between these facets, which may demonstrate biased congruity, must be investigated. This study uses projective techniques to personify brand-as-person and brand-as-user for two tourist destinations. Both facets are distinct and must not be used interchangeably in tourism-related self-congruity studies.

Source: Scopus

Brand-as-Person versus Brand-as-User: An Anthropomorphic Issue in Tourism-related Self-Congruity Studies

Authors: Wassler, P. and Hung, K.

Journal: ASIA PACIFIC JOURNAL OF TOURISM RESEARCH

Volume: 20

Issue: 8

Pages: 839-859

eISSN: 1741-6507

ISSN: 1094-1665

DOI: 10.1080/10941665.2014.935738

Source: Web of Science (Lite)