Do stereotypes matter for brand attachment?
Do stereotypes matter for brand attachment?
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 and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.
Brand attachment, Brand stereotypes, Destination brand management
501-515
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
2020
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Japutra, Arnold, Molinillo, Sebastian and Ekinci, Yuksel
(2020)
Do stereotypes matter for brand attachment?
Marketing Intelligence and Planning, 39 (4), .
(doi:10.1108/MIP-08-2020-0339).
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 and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.
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Published date: 2020
Additional Information:
Publisher Copyright:
© 2020, Emerald Publishing Limited.
Keywords:
Brand attachment, Brand stereotypes, Destination brand management
Identifiers
Local EPrints ID: 500199
URI: http://eprints.soton.ac.uk/id/eprint/500199
ISSN: 0263-4503
PURE UUID: 0a1e307e-4cce-4786-a5f9-08a0e541d50f
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Date deposited: 22 Apr 2025 17:06
Last modified: 23 Apr 2025 02:14
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Contributors
Author:
Arnold Japutra
Author:
Sebastian Molinillo
Author:
Yuksel Ekinci
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