Achieving destination advocacy and destination loyalty through destination brand identification
V Kumar, AK Kaushik - Journal of Travel & Tourism Marketing, 2017 - Taylor & Francis
abstract Brand identification enhances customer loyalty and develops long-term
relationships between the customer and the brand. However, only a few studies have
explored the role of identification in building long-term and favorable relationships between
tourists and a tourism destination. In this study, we propose and empirically verify destination
personality congruence and destination trust as the drivers of destination brand
identification, and destination advocacy and destination loyalty as its outcomes. For …
relationships between the customer and the brand. However, only a few studies have
explored the role of identification in building long-term and favorable relationships between
tourists and a tourism destination. In this study, we propose and empirically verify destination
personality congruence and destination trust as the drivers of destination brand
identification, and destination advocacy and destination loyalty as its outcomes. For …
Achieving destination advocacy and destination loyalty through destination brand identification.
VK Vikas Kumar, AK Kaushik - 2017 - cabidigitallibrary.org
Brand identification enhances customer loyalty and develops long-term relationships
between the customer and the brand. However, only a few studies have explored the role of
identification in building long-term and favorable relationships between tourists and a
tourism destination. In this study, we propose and empirically verify destination personality
congruence and destination trust as the drivers of destination brand identification, and
destination advocacy and destination loyalty as its outcomes. For assessing these proposed …
between the customer and the brand. However, only a few studies have explored the role of
identification in building long-term and favorable relationships between tourists and a
tourism destination. In this study, we propose and empirically verify destination personality
congruence and destination trust as the drivers of destination brand identification, and
destination advocacy and destination loyalty as its outcomes. For assessing these proposed …