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The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy

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  • Stokburger-Sauer, Nicola E.

Abstract

The identification with a brand enhances loyalty and purchase intentions. Little is known, however, if this relationship holds in a nation brand context and which variables drive nation brand identification (NBI). This study investigates the relevance of nation brand embeddedness (i.e., the social integration of the individual) and personality congruence (i.e., the congruence between an individual’s and a country’s personality) for NBI, nation brand advocacy and visit intentions. A study of 421 Germans as potential visitors of the Republic of Ireland as a holiday destination was conducted to test the proposed relationships. Results from structural equation modeling showed that NBI and personality congruence strongly influence visit intentions, while nation brand embeddedness is a strong predictor of brand advocacy. Important implications for destination management can be derived.

Suggested Citation

  • Stokburger-Sauer, Nicola E., 2011. "The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy," Tourism Management, Elsevier, vol. 32(6), pages 1282-1289.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:6:p:1282-1289
    DOI: 10.1016/j.tourman.2010.12.004
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    1. Liu, Chyong-Ru & Wang, Yao-Chin & Huang, Wen-Shiung & Chen, Shan-Pei, 2017. "Destination fascination: Conceptualization and scale development," Tourism Management, Elsevier, vol. 63(C), pages 255-267.
    2. Chen, Annie & Peng, Norman & Hung, Kuang-peng, 2015. "Examining tourists’ loyalty toward cultural quarters," Annals of Tourism Research, Elsevier, vol. 51(C), pages 59-63.
    3. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & 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, Elsevier, vol. 52(C), pages 507-520.
    4. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Chi, Hsin-Kuang & Huang, Kuo-Chung & Nguyen, Huan Minh, 2020. "Elements of destination brand equity and destination familiarity regarding travel intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    6. Wang, Suosheng & Chen, Joseph S., 2015. "The influence of place identity on perceived tourism impacts," Annals of Tourism Research, Elsevier, vol. 52(C), pages 16-28.
    7. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    8. Domingues, Rita & Gonçalves, Gabriela & Jesus, Saúl, 2021. "Measuring Sense Of Place: A New Place-People-Timeself Model," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 9(3), pages 239-258.
    9. Wang, Suosheng & Xu, Honggang, 2015. "Influence of place-based senses of distinctiveness, continuity, self-esteem and self-efficacy on residents' attitudes toward tourism," Tourism Management, Elsevier, vol. 47(C), pages 241-250.
    10. Horng, Jeou-Shyan & Liu, Chih-Hsing & Chou, Hsin-Yu & Tsai, Chang-Yen, 2012. "Understanding the impact of culinary brand equity and destination familiarity on travel intentions," Tourism Management, Elsevier, vol. 33(4), pages 815-824.
    11. Linwan Wu, 2017. "Relationship building in nation branding: The central role of nation brand commitment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 65-80, February.
    12. Shahriar AZIZI & Shahram Jamali KAPAK, 2013. "Factors Affecting Overall Brand Equity: The Case Of Shahrvand Chain Store," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 91-103, May.

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