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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/Magazine › Journal article › peer-review

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Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions. / Matzler, Kurt; Strobl, Andreas; Stokburger-Sauer, Nicola et al.
In: Tourism Management, Vol. 52, 01.02.2016, p. 507-520.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Matzler, K, Strobl, A, Stokburger-Sauer, N, Bobovnicky, A & Bauer, F 2016, 'Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions', Tourism Management, vol. 52, pp. 507-520. https://doi.org/10.1016/j.tourman.2015.07.017

APA

Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A., & Bauer, F. (2016). Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions. Tourism Management, 52, 507-520. https://doi.org/10.1016/j.tourman.2015.07.017

Vancouver

Matzler K, Strobl A, Stokburger-Sauer N, Bobovnicky A, Bauer F. Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions. Tourism Management. 2016 Feb 1;52:507-520. Epub 2015 Aug 27. doi: 10.1016/j.tourman.2015.07.017

Author

Matzler, Kurt ; Strobl, Andreas ; Stokburger-Sauer, Nicola et al. / Brand personality and culture : The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions. In: Tourism Management. 2016 ; Vol. 52. pp. 507-520.

Bibtex

@article{251057a2b39847ec9d6ef18be178cb17,
title = "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions",
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 = "Brand-self congruity, Nation brand personality, National culture, Visit intentions",
author = "Kurt Matzler and Andreas Strobl and Nicola Stokburger-Sauer and Artur Bobovnicky and Florian Bauer",
year = "2016",
month = feb,
day = "1",
doi = "10.1016/j.tourman.2015.07.017",
language = "English",
volume = "52",
pages = "507--520",
journal = "Tourism Management",
issn = "0261-5177",
publisher = "Elsevier Ltd",

}

RIS

TY - JOUR

T1 - Brand personality and culture

T2 - The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions

AU - Matzler, Kurt

AU - Strobl, Andreas

AU - Stokburger-Sauer, Nicola

AU - Bobovnicky, Artur

AU - Bauer, Florian

PY - 2016/2/1

Y1 - 2016/2/1

N2 - 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.

AB - 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.

KW - Brand-self congruity

KW - Nation brand personality

KW - National culture

KW - Visit intentions

U2 - 10.1016/j.tourman.2015.07.017

DO - 10.1016/j.tourman.2015.07.017

M3 - Journal article

VL - 52

SP - 507

EP - 520

JO - Tourism Management

JF - Tourism Management

SN - 0261-5177

ER -