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.
(2015). Brand-as-person versus brand-as-user: An anthropomorphic issue in tourism-related self-congruity studies [journal article - articolo]. In ASIA PACIFIC JOURNAL OF TOURISM RESEARCH. Retrieved from http://hdl.handle.net/10446/197731
Brand-as-person versus brand-as-user: An anthropomorphic issue in tourism-related self-congruity studies
Wassler, Philipp;
2015-01-01
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.| File | Dimensione del file | Formato | |
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