Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?
Authors: Wassler, P., Wang, L. and Hung, K.
Journal: International Journal of Tourism Research
Volume: 21
Issue: 4
Pages: 437-446
eISSN: 1522-1970
ISSN: 1099-2340
DOI: 10.1002/jtr.2271
Abstract:Residents of a particular destination are potentially the largest and most powerful stakeholders of destination brands. However, the basis of residents' attitudes toward destination branding is not widely understood. In this study, it is proposed that self-congruity (the degree of match between the perceived self and perceived brand identity) is a possible antecedent of these attitudes. We empirically demonstrate that brand self-congruity is a likely indicator of destination brand attitude and that subsequent ambassadorial behavior among residents is probable. Implications for practitioners and future research opportunities are finally suggested.
https://eprints.bournemouth.ac.uk/32175/
Source: Scopus
Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?
Authors: Wassler, P., Wang, L. and Hung, K.
Journal: INTERNATIONAL JOURNAL OF TOURISM RESEARCH
Volume: 21
Issue: 4
Pages: 437-446
eISSN: 1522-1970
ISSN: 1099-2340
DOI: 10.1002/jtr.2271
https://eprints.bournemouth.ac.uk/32175/
Source: Web of Science (Lite)
Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?
Authors: Wassler, P., Wang, S. and Hung, K.
Journal: International Journal of Tourism Research
Publisher: Wiley-Blackwell
ISSN: 1099-2340
https://eprints.bournemouth.ac.uk/32175/
Source: Manual
Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?
Authors: Wassler, P., Wang, S. and Hung, K.
Journal: International Journal of Tourism Research
Volume: 21
Issue: 4
Pages: 437-446
ISSN: 1099-2340
Abstract:Residents of a particular destination are potentially the largest and most powerful stakeholders of destination brands. However, the basis of residents' attitudes toward destination branding is not widely understood. In this study, it is proposed that selfcongruity (the degree of match between the perceived self and perceived brand identity) is a possible antecedent of these attitudes. We empirically demonstrate that brand selfâcongruity is a likely indicator of destination brand attitude and that subsequent ambassadorial behavior among residents is probable. Implications for practitioners and future research opportunities are finally suggested.
https://eprints.bournemouth.ac.uk/32175/
Source: BURO EPrints