Do stereotypes matter for attachment?

Arnold Japutra, Sebastian Molinillo, Yuksel Ekinci

    Research output: Contribution to journalArticlepeer-review

    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.
    Original languageEnglish
    JournalMarketing Intelligence and Planning
    Publication statusAccepted for publication - 16 Nov 2020

    Keywords

    • Brand attachment
    • destination brand management
    • brand stereotypes

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