Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors

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• 作者：Sebastian Zenker^a ; ^{zenker@placebrand.eu}Author Vitae ; Erik Braun^b ; ^{braun@ese.eur.nl}Author Vitae ; Sibylle Petersen^c ; ^{sibylle.petersen@psy.kuleuven.be}Author Vitae
• 关键词：Destination branding ; Place branding ; Brand complexity ; Multiple stakeholders ; Place identification ; Social identity theory
• 刊名：Tourism Management
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：58
• 期：Complete
• 页码：15-27
• 全文大小：772 K
• 卷排序：58

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.