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| Author: | Stokburger-Sauer, N.E. |
| Title: | The relevance of visitors' nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy |
| Journal: | Tourism Management
2011 : DEC, VOL. 32:6, p. 1282-1289 |
| Index terms: | Irish Republic tourism holidays leisure brands |
| Freeterms: | brand identification brand embeddedness brand personality personality congruence nation branding |
| Language: | eng |
| Abstract: | The identification with a brand enhances loyalty and purchase intentions. This study examines the relevance of nation brand embeddedness (as: nbe.) and personality congruence (as: pcg.) for nation brand identification (NBI), nation brand advocacy (as: nba.) and visit intentions. In order to test the proposed relationships, carried out is a study of about 420 Germans as potential visitors of the Republic of Ireland as a holiday destination. Using structural equation modeling, it is shown that NBI and pcg. strongly influence visit intentions, whereas nbe. is a strong predictor of nba. |
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