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

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.

Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector

“…Congruence (social self-congruity, ideal self-congruity, actual self-congruity, ideal social selfcongruity) and brand attitude Referring to the relationships between congruence (actual self-congruity, ideal self-congruity, social self-congruity and ideal social self-congruity) and brand attitude, Wassler et al (2019) propose that self-congruity, seen as the relationship between perceived self-identity and perceived brand identity, is an antecedent of brand attitude. Furthermore, Pradhan et al (2016) proposed a model in order to compare the effectiveness of user-brand personality similarity on brand purchase and brand attitude.…”

Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

“…Residents, in particular, possess an inclusive knowledge of the destination and make it hard to have the destination brands coincide in a simple way. When residents are part of tourism branding they can be place-ambassadors online and off-line supporting to reinforce destination brands (Uchinaka, 2019;Zhang and Xu, 2019;Wassler, 2019). Branding should stimulate an identity dialogue and interaction between stakeholders to fully appreciate the dynamics of place brands (Kavaratzis and Hatch, 2013).…”

Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness

“…Prior studies have considered brand attitude as a mediator (Wang et al, 2019;Wassler, 2019). For example, Ramesh et al checked the effect of corporate social responsibility activities on purchase intention.…”