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.

(2019). Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior? [journal article - articolo]. In THE INTERNATIONAL JOURNAL OF TOURISM RESEARCH. Retrieved from http://hdl.handle.net/10446/197676

Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?

Wassler, Philipp;
2019

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.
articolo
Wassler, Philipp; Wang, Liang; Hung, Kam
(2019). Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior? [journal article - articolo]. In THE INTERNATIONAL JOURNAL OF TOURISM RESEARCH. Retrieved from http://hdl.handle.net/10446/197676
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/197676
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