文摘
Residents are an important target group for destination branding, since they, e.g., work as place ambassadors. (Destination) branding often simplifies messages, but this could be not effective for complex brands. Residents have a wider knowledge of the place and could disagree with a simplified brand. For residents, positive place attitude and place behaviour is increased with a higher brand complexity. Positive relationship between brand complexity and place attitude and behaviour is stronger for residents than for tourists.