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

Research output: Contribution to Journal/MagazineJournal articlepeer-review

<mark>Journal publication date</mark>1/02/2016
<mark>Journal</mark>Tourism Management
Number of pages14
Pages (from-to)507-520
Publication StatusPublished
Early online date27/08/15
<mark>Original language</mark>English


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.