The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model

Leonidas Hatzithomas, Christina Boutsouki, Fotini Theodorakioglou and Evanthia Papadopoulou
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Leonidas Hatzithomas: Department of Business Administration, University of Macedonia, Egnatia 156, P.C. 54636 Thessaloniki, Greece
Christina Boutsouki: University’s Campus, Department of Economics, Aristotle University of Thessaloniki, P.C. 54124 Thessaloniki, Greece
Fotini Theodorakioglou: Department of Business Administration, University of Macedonia, Egnatia 156, P.C. 54636 Thessaloniki, Greece
Evanthia Papadopoulou: Department of Business Administration, University of Macedonia, Egnatia 156, P.C. 54636 Thessaloniki, Greece

Sustainability, 2021, vol. 13, issue 17, 1-16

Abstract: The present study investigates the effect of a tourism destination’s perceived sustainable image on the globalness of brands named after the destination and attests the mediating role of brand globalness on the relationship between destination image and purchase intention. A model that incorporates identification with local and global consumer culture as moderators of the relationship between brand globalness and purchase intention is proposed. A 2 (Destination: Santorini vs. Serres) × 2 (Product: tomato paste, yogurt) online experiment was designed through Prolific Academic for the purposes of the study. As Greece is a top destination among British tourists, a British audience was addressed, resulting in 425 participants. Britons with high identification with global consumer culture indicated higher purchase intentions for brands named after a sustainable destination. It also appears that a sustainable destination image is a critical factor in creating brand globalness and purchase intention for a brand named after this destination. Hence, destinations with a sustainable image can be used as a basis for the development of exports. An in-depth understanding of the international image of popular destinations will help indigenous companies create and maintain strong global brands. Significant implications for exporting companies are highlighted.

Keywords: sustainable destination image; brand globalness; purchase intention; identification with local consumer culture; identification with global consumer culture (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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