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Drawing on the literature on brand–consumer relations in an attempt to apply the concept of brand love to a city tourism destination, this paper aims to explore the antecedents and consequences of city brand love.

Based on quantitative research and cluster sampling, study data was collected from 330 international tourists who visited six Iran cities. The research model is tested using partial least square structural equation modeling.

According to the results, city brand attractiveness, city brand identification and memorable city brand experience are the antecedents of city brand love. Moreover, the city brand attractiveness, both directly and indirectly through memorable experiences and identification with the city brand, is one of the antecedents of city brand love. Finally, the results suggest that word of mouth and revisit intention are major behavioral outcomes of city brand love.

By providing a validated conceptual model that traces the antecedents and consequences of city brand love, this study attempts to answer prior calls for examination from the viewpoint of city tourism scholars.

本研究基于定量研究和整群抽样, 研究数据来自访问伊朗六个城市的330名国际游客。研究采用偏最小二乘结构方程模型对研究模型进行了检验。

借鉴品牌-消费者关系的相关文献, 本研究试图将品牌爱的概念应用于一个城市旅游目的地, 探讨城市品牌喜爱的前因和后果。

结果表明, 城市品牌吸引力、城市品牌辨识度和令人难忘的城市品牌体验是城市品牌喜爱的前因。城市品牌吸引力通过城市品牌直接或间接通过难忘体验和认同产生, 是城市喜爱的前因。最后, 研究结果表明, 口碑和重访意愿是城市品牌喜爱的主要行为结果。

通过提供一个经过验证的概念模型, 追溯城市品牌喜爱的前因后果, 本研究试图从城市旅游学者的角度回答先前检验的呼吁。

A partir de una investigación cuantitativa y muestreo por conglomerados, los datos del estudio se recogieron de 330 turistas internacionales que visitaron seis ciudades iraníes. El modelo conceptual se analizó mediante un modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS).

Basándose en la literatura sobre las relaciones entre marca y consumidor para aplicar el concepto de amor de marca a una ciudad como destino turístico, la presente investigación analiza los antecedentes y las consecuencias del amor de marca de ciudad.

Conforme a los resultados, el atractivo de la marca ciudad, la identificación con la marca ciudad y la experiencia memorable con la marca ciudad son los antecedentes del amor a la marca ciudad. Adicionalmente, el atractivo de la marca ciudad, tanto directa como indirectamente a través de las experiencias memorables y la identificación con la marca ciudad, es uno de los antecedentes del amor por la marca ciudad. Finalmente, los resultados sugieren que la comunicación boca-oído y la intención de volver a visitar la ciudad son los principales resultados comportamentales del amor de marca de ciudad.

Al proporcionar un modelo conceptual validado que analiza los antecedentes y las consecuencias del amor de marca de ciudad, este estudio trata de responder a las llamadas para su estudio desde la óptica del turismo urbano.

This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident segments that exhibit distinct behaviour in relation to city brand formation.

The study is based on primary responses collected from 595 residents from Khulna city in Bangladesh. The research model is tested using partial least square (PLS) structural equation modelling. The resident segments were identified using PLS prediction-oriented segmentation method.

Results show that city dependence (i.e. dependence on urban facilities and services provided by the city) and city social bonding (i.e. social interactions amongst residents in the city) lead to city brand love through city satisfaction and city identification. In addition, the study finds that city social bonding and city satisfaction are important for the relationship-reliant residents, whereas city dependence and city identification are important for the resource-reliant residents.

Future research can investigate the relationship between the length of residence and native vs non-native residents’ influence on city brand love formation.

The city brand managers and planners should adopt a resident-inclusive approach that considers the different needs of the residents to engender city brand love.

The study contributes to city branding literature by empirically investigating the under-researched topic of city brand love by identifying the key constructs and their role in determining city brand love. Further, it shows that the route to city brand love formation is different based on residents’ needs.

In the competitive realm of destination branding, understanding the factors that lead tourists to develop a deep emotional connection with a destination’s brand is essential. At the heart of this emotional bond lies destination brand love – an exceptionally profound sentiment transcending mere satisfaction or preference. This concept has recently garnered attention from both tourism academia and industry practice. However, there remains a void in exploring the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand. This study examines the influences of self-congruence and destination immersion on destination brand love. In addition, the linkages from the four facets of self-congruence to destination brand love via the mediating role of destination brand immersion are also scrutinized.

With data collected from 421 tourists in Vietnam, the partial least squares structural equation modeling (PLS-SEM) approach was applied to test the research model and hypotheses.

The results reveal that (1) ideal and ideal social self-congruence impact destination brand love, (2) all four facets of self-congruence impact destination brand immersion and (3) there is an indirect effect of the four facets of self-congruence on destination brand love, mediated by destination brand immersion.

The study’s findings provide evidence that destination characteristics must be symbolic of the destination brand and consistent with its image among tourists, which is essential in understanding the complex behavior of tourists. Indeed, the results indicate that facets of self-congruence significantly influence both destination brand immersion and destination brand love. Therefore, destination marketers should develop marketing strategies that emphasize personal relevance to the tourist destination to increase their sympathy and love for the destination.

Adapting self-congruence theory and the psychology of flow theory, this study presents a model that elucidates both the direct and indirect relationships among the four facets of self-congruence: destination brand immersion and destination brand love based on the aspects of congruence between tourists and destinations. From this, it helps to explore the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand.

This paper aims to investigate place marketing and branding at the micro-place scale through the case study of St Christopher’s Place in London (UK). This study illustrates the distinctive differences of micro-place marketing, in comparison to city and country levels.

An exploratory case study was conducted through a sequential mixed methods approach involving direct observation, semi-structured interviews, questionnaires and social media analysis. Analysis of data was performed by using thematic analysis and triangulation of quantitative measures collected through the questionnaire and social media analysis.

Analysis of data illustrated noticeable differences of place management at the micro-place level compared to city or country scale of place marketing and branding. The function of emotional marketing leading to value co-creation is more effective at this level, establishing close and personal ties between occupiers and customers. Yet, measurement of micro-place marketing and branding value creation is difficult to achieve.

This study draws attention to the unique value and benefits of place branding at smaller spatial scales. Findings contribute to the place micro-brand concept by adding knowledge of micro-places through place management activities comparing them with city and country scales, and emotional marketing value co-creation practices, including challenges relating to measurement.

The purpose of this paper is to present a conceptual model that intends to identify the determinants and consequences of brand credibility, specifically in the pharmaceutical industry.

The hypotheses developed according to the proposed model were tested through an online questionnaire and answered by 225 individuals from Portugal.

The results show that the credibility of brand communication, perceived quality and brand familiarity are the key components that contribute most to the creation of a credible brand. Regarding consequences, this study confirms that, in the face of a credible brand, consumers are more willing to repeat the purchase, to pay more for it and to promote their opinion among other consumers.

This research innovates by presenting, for the first time, a conceptual model of brand credibility specific to the non-prescription medicines market, thus contributing to a better understanding of this issue by companies and brand managers of the pharmaceutical industry.

Talent is a key resource for urban development, and building and disseminating urban brands have an important impact on attracting talent. This paper explores what kind of urban brand ecology (UBE) can effectively enhance urban talent attraction (UTA). We explore this question using a novel grey quantitative configuration analysis (GQCA) model.

To develop the GQCA model, grey clustering is combined with qualitative configuration analysis (QCA). We conducted comparative configuration analysis of UTA using fuzzy set QCA (fsQCA) and the proposed GQCA.

We find that the empirical results of fsQCA may contradict the facts, and that the proposed GQCA effectively solves this problem.

Based on the theory of UBE, we identify bottleneck factors for improving UTA at different stages. Seven configuration paths are described for cities to enhance UTA. Theoretically, this study expands the application boundaries of UBE.

The proposed GQCA effectively solves the problem of inconsistent analysis and facts caused by the use of a binary threshold by the fsQCA. In practical case studies, the GQCA significantly improves the reliability of configuration comparisons and the sensitivity of QCA to cases, demonstrating excellent research performance.

The present research aims to introduce and understand the promising nature of destination evangelism in the context of social media-based tourism communities (SMTCs). Further, factors that influence evangelism and information-seeking behaviors on SMTCs are examined.

A conceptual model is developed that features an interplay of destination distinctiveness, destination evangelism, travel commitment and information-seeking engagement. Data were collected from 215 active users of SMTCs and analyzed using structural equation models.

The research findings indicate that destination distinctiveness and information-seeking positively lead to destination evangelism. Information-seeking is found to mediate the relationship between (1) destination evangelism and travel commitment and (2) destination evangelism and distinctiveness.

The research offers meaningful insights into exploring constituents of destination evangelism. The research also understands and highlights the critical role of information-seeking engagement about distinct destinations.

This research highlights key areas to build, improve and inspire destination evangelism on SMTCs.

This study offers a fresh contribution to tourism literature by investigating destination evangelism and its drivers. This is explained by closely uniting vital research streams of evangelism, tourism and engagement. It further highlights the dual mediating role of information seeking, suggesting that these engagements are critical to evangelizing destinations.

This study aims to investigate how place satisfaction (SAT) and residents’ ambassadorship behaviour (RAB) are related to residents’ place attachment (PAtt). In addition, this relationship is examined at the city and the neighbourhood levels.

This study is based on a questionnaire survey of 1,160 residents from Khulna city in Bangladesh. This research model is tested using structural equation modelling.

The findings support the four-dimensional (place dependence, place social bonding, place identity and place affect) second-order construct of PAtt. It also highlights that RAB mediates the relationship between residents’ SAT and PAtt at the city and neighbourhood levels.

Future research can investigate how RAB changes over time. In addition, the research model can be tested in multi-city and multi-country contexts.

The results from this study emphasise the need for urban planners to satisfactorily meet the needs of the residents to engender positive word-of-mouth, which can lead to greater PAtt.

This study contributes by improving the understanding of the way PAtt is influenced by SAT and RAB. Furthermore, it shows that this influence varies across city and neighbourhood levels.

Mianzi can powerfully influence tourists’ behavior. Compared with product brands, destination brands are more multidimensional, consisting of intangible and tangible elements. Therefore, this paper aims to explore the relationships among the Chinese culture-related variable mianzi, destination product quality, destination service quality, destination brand value, destination brand resonance, destination brand self-congruity and destination overall brand equity.

A questionnaire survey was conducted in 2021, yielding 475 valid responses from tourists who had traveled to Hainan, China. Data was analyzed using structural equation modeling.

The results showed that mianzi plays a significant role in shopping destination brand equity, and the mianzi effect shapes tourists’ positive perceptions of destination product and service quality. Meanwhile, destination product quality and service quality enhance shopping destinations’ overall brand equity through destination brand value, brand resonance and brand self-congruity.

This study, focusing on shopping destinations, presents a novel view of brand equity. The research also uncovers influencing factors (e.g. product quality and service quality) that further enrich the destination brand equity model. Finally, findings offer valuable insights for academic research and the practical development of shopping destinations.

面子能有力地影响游客的行为。与产品品牌相比, 目的地品牌更加多维, 由无形要素和有形要素构成。因此, 本文旨在探讨与中国文化相关的变量面子、目的地产品质量、目的地服务质量、目的地品牌价值、目的地品牌共鸣、目的地品牌自我一致和目的地整体品牌资产之间的关系。

2021年对去过中国海南旅游的游客进行问卷调查, 最终获取了 475 份有效问卷。

果表明, 结果表明面子在购物目的地品牌资产中发挥着重要作用, 面子效应塑造了游客对目的地产品和服务质量的积极认知。同时, 目的地产品质量和服务质量通过目的地品牌价值、品牌共鸣和品牌自我一致提升了购物目的地的整体品牌资产。

本研究以购物目的地为重点, 提出了一种新颖的品牌资产观点。研究还发现了一些影响因素（如产品质量和服务质量）, 进一步丰富了目的地品牌资产模型。最后, 研究结果为学术研究和购物目的地的实际发展提供了宝贵的见解。

Mianzi puede influir poderosamente en el comportamiento de los turistas. En comparación con las marcas de producto, las marcas de destino son más multidimensionales y constan de elementos intangibles y tangibles. Por lo tanto, este artículo pretende explorar las relaciones entre la variable mianzi relacionada con la cultura china, la calidad del producto del destino, la calidad del servicio del destino, el valor de la marca del destino, la resonancia de la marca del destino, la autocongruencia de la marca del destino y el valor general de la marca del destino.

En 2021 se llevó a cabo una encuesta por cuestionario, que arrojó 475 respuestas válidas de turistas que habían viajado a Hainan, China. Los datos se analizaron mediante un modelo de ecuaciones estructurales.

Los resultados mostraron que el mianzi desempeña un papel significativo en el valor de marca de los destinos de compras, y que el efecto mianzi determina las percepciones positivas de los turistas sobre la calidad de los productos y servicios del destino. Por su parte, la calidad de los productos y servicios del destino mejora el valor de marca global de los destinos de compras a través del valor de marca del destino, la resonancia de la marca y la autocongruencia de la marca.

Este estudio, centrado en los destinos de compras, presenta una visión novedosa del valor de marca. La investigación también descubre factores influyentes (por ejemplo, la calidad del producto y la calidad del servicio) que enriquecen aún más el modelo de valor de marca del destino. Por último, los resultados ofrecen valiosas perspectivas para la investigación académica y el desarrollo práctico de los destinos de compras.