Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions |
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Institution: | 1. University of Innsbruck, School of Management, Department of Strategic Management, Marketing and Tourism, Universitaetsstraße 15, 6020 Innsbruck, Austria;2. University of Applied Sciences Kufstein, Andreas Hofer-Straße 7, 6330 Kufstein, Austria;1. University of Leeds, Leeds LS2 9JT, United Kingdom;2. Athens University of Economics and Business 10434 Greece;3. Linnaeus University, 351 95 Vaxjo, Sweden;4. Radford University, VA 24 142, USA |
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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. |
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Keywords: | Nation brand personality Brand-self congruity National culture Visit intentions |
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