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)