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Do stereotypes matter for brand attachment?

Arnold Japutra (University of Western Australia Business School, Perth, Australia)
Sebastian Molinillo (Faculty of Economics and Business, University of Malaga, El Ejido Campus, Malaga, Spain)
Yuksel Ekinci (Portsmouth Business School, University of Portsmouth, Portsmouth, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 4 December 2020

Issue publication date: 12 May 2021




This study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).


Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.


The results show that the four components of destination branding contribute to DBA through brand stereotypes.


Based on the stereotype content model, this study explores how two cognitive (i.e. brand awareness and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.



This study was supported by the Plan Andaluz de Investigación, Desarrollo e Innovación de la Junta de Andalucía, Grupo SEJ-567, and by the Universidad de Málaga, Andalucía Tech, Plan Propio de Investigación y Transferencia (Spain).


Japutra, A., Molinillo, S. and Ekinci, Y. (2021), "Do stereotypes matter for brand attachment?", Marketing Intelligence & Planning, Vol. 39 No. 4, pp. 501-515.



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