Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?
Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?
复制标题
居民的身份和目的地品牌：品牌自我一致性如何影响品牌态度和大使行为？
DOI：
10.1002/jtr.2271
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发表时间：
2019
影响因子：
4.6
通讯作者：
Hung Kam
中科院分区：
文献类型：
--
作者：
Wassler Philipp;Wang Liang;Hung Kam
Residents of a particular destination are potentially the largest and most powerful stakeholders of destination brands. However, the basis of residents' attitudes toward destination branding is not widely understood. In this study, it is proposed that self‐congruity (the degree of match between the perceived self and perceived brand identity) is a possible antecedent of these attitudes. We empirically demonstrate that brand self‐congruity is a likely indicator of destination brand attitude and that subsequent ambassadorial behavior among residents is probable. Implications for practitioners and future research opportunities are finally suggested.
