مقاله انگلیسی ایجاد اعتبار برند
Abstract
Keywords
Introduction
Hypothesis development
A validation study from two countries: Indonesia and Spain
Study 1: Indonesia
Study 2: Spain
Discussion and conclusions
Acknowledgements
Appendix B. Supplementary data
Appendix 1. Measurement instrument – Study 1
References
Vitae
ABSTRACT
The aim of this study is to propose a conceptual framework for building destination brand credibility. This research proposes a novel framework to explore the antecedents of destination brand credibility based on four constructs: enduring culture involvement, destination brand identification, destination brand reputation and destination brand attachment. The data used to assess the proposed research model was collected through inperson-administered surveys conducted in Indonesia and Spain. The study shows that destination brand credibility is influenced by enduring cultural involvement, destination brand identification and destination brand reputation. In addition, destination brand attachment partially mediates the relationship between destination credibility and the three antecedents. The findings contribute to the relevant literature by improving the knowledge of the antecedents of destination brand attachment and destination brand credibility.
Introduction
Branding helps destinations to build and communicate a unique identification to differentiate themselves from their competitors in order to appeal tourists and engender their loyalty (Morgan and Pritchard, 2004; Soltani et al., 2018). Brand credibility is especially important in environments where consumer uncertainty arises due to the asymmetry of information available as the organizations or firms have more information to value their products than consumers (Rieh and Danielson, 2007). In that environment, according to signalling theory, brands play a crucial role in how the consumer evaluates the product information (e. g., attributes) and makes his/her choice (Erdem et al., 2002)