Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions

Kurt Matzler, Andreas Strobl, Nicola Stokburger-Sauer, Artur Bobovnicky and Florian Bauer

Tourism Management, 2016, vol. 52, issue C, 507-520

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.

Keywords: Nation brand personality; Brand-self congruity; National culture; Visit intentions (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:52:y:2016:i:c:p:507-520

DOI: 10.1016/j.tourman.2015.07.017

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