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Tekijä:Stokburger-Sauer, N.E.
Otsikko:The relevance of visitors' nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy
Lehti:Tourism Management
2011 : DEC, VOL. 32:6, p. 1282-1289
Asiasana:Irish Republic
tourism
holidays
leisure
brands
Vapaa asiasana:brand identification
brand embeddedness
brand personality
personality congruence
nation branding
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 276763
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