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Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?

Wassler, P., Wang, S. and Hung, K., 2019. Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior? International Journal of Tourism Research, 21 (4), 437-446.

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DOI: 10.1002/jtr.2271

Abstract

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 selfcongruity (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.

Item Type:Article
ISSN:1099-2340
Uncontrolled Keywords:brand ambassador, brand attitude, brand identity, residents, self‐congruity
Group:Bournemouth University Business School
ID Code:32175
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:24 Apr 2019 14:34
Last Modified:22 Jul 2019 11:26

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