Do stereotypes matter for brand attachment?
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 4 December 2020
Issue publication date: 12 May 2021
Abstract
Purpose
This study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).
Design/methodology/approach
Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.
Findings
The results show that the four components of destination branding contribute to DBA through brand stereotypes.
Originality/value
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.
Keywords
Acknowledgements
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).
Citation
Japutra, A., Molinillo, S. and Ekinci, Y. (2021), "Do stereotypes matter for brand attachment?", Marketing Intelligence & Planning, Vol. 39 No. 4, pp. 501-515. https://doi.org/10.1108/MIP-08-2020-0339
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited