Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions
详细信息 查看全文
- 作者：Kurt Matzlera ; b ; Kurt.Matzler@uibk.ac.at" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Andreas Strobla ; Andreas.Strobl@uibk.ac.at" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Nicola Stokburger-Sauera ; Nicola.Stokburger-Sauer@uibk.ac.at" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Artur Bobovnickyc ; A.Bobovnicky@gmail.com" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Florian Bauerd ; Florian.Bauer@mci.edu" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Nation brand personality ; Brand-self congruity ; National culture ; Visit intentions
- 刊名：Tourism Management
- 出版年：2016
- 出版时间：February 2016
- 年：2016
- 卷：52
- 期：Complete
- 页码：507-520
- 全文大小：768 K
文摘
- •
Brand personality is a useful concept to describe different perceptions of nations as tourism destinations.
- •
A consumer's brand self-congruity mediates the relationship between perceived brand personality and visit intentions.
- •
Individualism and uncertainty avoidance moderate the relationship between brand self-congruity and visit intentions.
- •
Personality characteristics make up for an effective market segmentation approach.
- •
Brand personification strategies might be more or less effective depending on cultural differences.