Skip to content

Do stereotypes matter for attachment?

Research output: Contribution to journalArticlepeer-review

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

Documents

  • EKINCI_2020_cright_Do Stereotypes Matter for Attachment

    Rights statement: The embargo end date of 2050 is a temporary measure until we know the publication date. Once we know the publication date the full text of this article will be able to view shortly afterwards.

    Accepted author manuscript (Post-print), 418 KB, PDF document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 1/01/50

    Licence: CC BY-NC

Related information

Relations Get citation (various referencing formats)

ID: 24728311