Brand-as-Person versus Brand-as-User: An Anthropomorphic Issue in Tourism-related Self-Congruity Studies |
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| Authors: | Philipp Wassler Kam Hung |
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| Institution: | 1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong11903095r@connect.polyu.hkwassler.philipp@yahoo.it;4. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong |
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| Abstract: | Tourism self-congruity studies use two facets to personify destinations, namely, brand-as-person and brand-as-user. These features have been considered synonymous in previous research, and thus the differences between these facets, which may demonstrate biased congruity, must be investigated. This study uses projective techniques to personify brand-as-person and brand-as-user for two tourist destinations. Both facets are distinct and must not be used interchangeably in tourism-related self-congruity studies. |
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| Keywords: | self-congruity destination branding destination marketing destination personality |
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