Building brand credibility: the role of involvement, identification, reputation and attachment  

Sebastian Molinillo*, Arnold Japutra, Yuksel Ekinci

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

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    The aim of this study is to propose a conceptual framework for building destination brand credibility. This research proposes a novel framework to explore the antecedents of destination brand credibility based on four constructs: enduring culture involvement, destination brand identification, destination brand reputation and destination brand attachment. The data used to assess the proposed research model was collected through in-person-administered surveys conducted in Indonesia and Spain. The study shows that destination brand credibility is influenced by enduring cultural involvement, destination brand identification and destination brand reputation. In addition, destination brand attachment partially mediates the relationship between destination credibility and the three antecedents. The findings contribute to the relevant literature by improving the knowledge of the antecedents of destination brand attachment and destination brand credibility.
    Original languageEnglish
    Article number102819
    Number of pages9
    JournalJournal of Retailing and Consumer Services
    Early online date3 Nov 2021
    Publication statusPublished - 1 Jan 2022


    • destination brand credibility
    • destination brand attachment
    • destination brand identification
    • destination brand reputation
    • enduring culture involvement


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