Matzler, Kurt and Strobl, Andreas and Stokburger-Sauer, Nicola and Bobovnicky, Artur and Bauer, Florian (2016) Brand personality and culture:The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions. Tourism Management, 52. pp. 507-520. ISSN 0261-5177
Full text not available from this repository.Abstract
Tourism destinations increasingly use brand-personification strategies to evoke favorable consumer reactions. These reactions, however, may hinge on cultural differences. This paper investigates the relationships among nation brand personality perceptions, consumer brand-self congruity, and the visit intention of a country as a tourism destination. Brand-self congruity is examined as a mediator of the relationship between brand personality perception and visit intention. Of Hofstede's cultural dimensions, individualism and uncertainty avoidance are the most relevant dimensions for brand-self congruity. Based on representative samples of consumers from five countries (Italy, the UK, Czech Republic, Poland, and Russia) and using Slovakia as a sample tourism destination, the effect of individualism and uncertainty avoidance on the relationship between brand self-congruity and visit intention is studied. Individualism and uncertainty avoidance moderate the congruity - visit intention relationship - but in a negative way, contrary to our expectations. Important implications are derived for both tourism research and destination management.