2019
DOI: 10.1002/jtr.2271
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Identity and destination branding among residents: How does brand self‐congruity influence brand attitude and ambassadorial behavior?

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 self-congruity is a likely indicator of destination brand attitude and that subsequent a… Show more

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Cited by 47 publications
(31 citation statements)
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References 80 publications
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“…Congruence (social self-congruity, ideal self-congruity, actual self-congruity, ideal social selfcongruity) and brand attitude Referring to the relationships between congruence (actual self-congruity, ideal self-congruity, social self-congruity and ideal social self-congruity) and brand attitude, Wassler et al (2019) propose that self-congruity, seen as the relationship between perceived self-identity and perceived brand identity, is an antecedent of brand attitude. Furthermore, Pradhan et al (2016) proposed a model in order to compare the effectiveness of user-brand personality similarity on brand purchase and brand attitude.…”
Section: Conceptual Framework and Hypotheses Developmentmentioning
confidence: 99%
“…Congruence (social self-congruity, ideal self-congruity, actual self-congruity, ideal social selfcongruity) and brand attitude Referring to the relationships between congruence (actual self-congruity, ideal self-congruity, social self-congruity and ideal social self-congruity) and brand attitude, Wassler et al (2019) propose that self-congruity, seen as the relationship between perceived self-identity and perceived brand identity, is an antecedent of brand attitude. Furthermore, Pradhan et al (2016) proposed a model in order to compare the effectiveness of user-brand personality similarity on brand purchase and brand attitude.…”
Section: Conceptual Framework and Hypotheses Developmentmentioning
confidence: 99%
“…Residents, in particular, possess an inclusive knowledge of the destination and make it hard to have the destination brands coincide in a simple way. When residents are part of tourism branding they can be place-ambassadors online and off-line supporting to reinforce destination brands (Uchinaka, 2019;Zhang and Xu, 2019;Wassler, 2019). Branding should stimulate an identity dialogue and interaction between stakeholders to fully appreciate the dynamics of place brands (Kavaratzis and Hatch, 2013).…”
Section: Brand Co-creationmentioning
confidence: 99%
“…Prior studies have considered brand attitude as a mediator (Wang et al, 2019;Wassler, 2019). For example, Ramesh et al checked the effect of corporate social responsibility activities on purchase intention.…”
Section: Mediating Role Of Online Brand Attitudementioning
confidence: 99%