Do stereotypes matter for attachment?

Arnold Japutra, Sebastian Molinillo, Yuksel Ekinci

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    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.
    Original languageEnglish
    Pages (from-to)501-515
    Number of pages15
    JournalMarketing Intelligence and Planning
    Issue number4
    Early online date4 Dec 2020
    Publication statusPublished - 12 May 2021


    • brand attachment
    • destination brand management
    • brand stereotypes


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