A serial mediation model for destination brand equity in a destination social responsibility context

Huy Van Le, Nhi Thao Ho-Mai, Vinh Trung Tran, Hue Kim Thi Nguyen, Vien Ky Nguyen, Thanh Hoai Thi Doan and Phuong Kim Thi Tran

Social Responsibility Journal, 2026, vol. 22, issue 5, 980-1004

Abstract: PurposeGrounded in the cognition–affect–conation (C–A–C) framework, this study identifies destination social responsibility (DSR) as a socio-psychological signal that shapes destination brand equity (CDBE). This study aims to test a serial mediation model in a developing country context, with lifestyle congruence (LC) serving as a boundary condition.Design/methodology/approachA paper-based survey was conducted with 609 tourists visiting Danang City, Vietnam. The conceptual model and research hypotheses were evaluated using partial least squares structural equation modeling.FindingsDSR triggers three empirically supported routes to loyalty: (i) a cognitive chain via awareness, image and perceived quality; (ii) an affective chain via trust and engagement; and (iii) a hybrid cognitive–affective chain linking cognition to trust, engagement and ultimately loyalty. LC amplifies key serial mediations: strengthening the joint mediation of awareness–image–quality, mediation through trust and the combined trust–engagement pathway.Research limitations/implicationsFuture research replicating this study with datasets from emerging tourism destinations would be valuable. Comparing findings from general tourism destinations with different types of destinations could reveal factors contributing to stronger or weaker brand equity development.Originality/valueThis study reframes DSR as a social–psychological signal that activates three pathways – cognitive, affective and hybrid – clarifying how DSR contributes to CDBE. It recenters brand trust and engagement as the affective core of C–A–C and recasts lifestyle congruence as a meaning amplifier. In practice, this study proposes a behavioral design framework for DMOs, policymakers and tourism businesses – especially in low-trust, resource-constrained destinations – that translates C–A–C into a governance roadmap, operationalizing DSR to turn abstract values into observable behaviors and durable emotional commitment.

Keywords: Destination social responsibility; Destination brand equity; Lifestyle congruence; Developing countries; Serial mediation model (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/srj/article/22/5/980/13343 ... or-destination-brand (text/html)
https://www.emerald.com/srj/article-pdf/22/5/980/11173965/srj-04-2025-0356en.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-04-2025-0356

DOI: 10.1108/SRJ-04-2025-0356

Access Statistics for this article

Social Responsibility Journal is currently edited by Prof David Crowther

More articles in Social Responsibility Journal from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().