Abstract
Purpose – This study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).
Design/methodology/approach – Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.
Findings – The results show that the four components of destination branding contribute to DBA through brand stereotypes.
Originality/value – Based on the Stereotype Content Model, this study explores how two cognitive (i.e., brand awareness, perceived quality) and two affective (i.e., ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increases DBA.
Design/methodology/approach – Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.
Findings – The results show that the four components of destination branding contribute to DBA through brand stereotypes.
Originality/value – Based on the Stereotype Content Model, this study explores how two cognitive (i.e., brand awareness, perceived quality) and two affective (i.e., ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increases DBA.
| Original language | English |
|---|---|
| Journal | Marketing Intelligence and Planning |
| Publication status | Accepted for publication - 16 Nov 2020 |
Keywords
- Brand attachment
- destination brand management
- brand stereotypes