Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/10148
Title: Brand-as-Person versus Brand-as-User: An Anthropomorphic Issue in Tourism-related Self-Congruity Studies
Authors: Wassler, P
Hung, K 
Keywords: Destination branding
Destination marketing
Destination personality
Self-congruity
Issue Date: 2015
Publisher: Routledge, Taylor & Francis Group
Source: Asia Pacific journal of tourism research, 2015, v. 20, no. 8, p. 839-859 How to cite?
Journal: Asia Pacific journal of tourism research 
Abstract: Tourism self-congruity studies use two facets to personify destinations, namely, brand-as-person and brand-as-user. These features have been considered synonymous in previous research, and thus the differences between these facets, which may demonstrate biased congruity, must be investigated. This study uses projective techniques to personify brand-as-person and brand-as-user for two tourist destinations. Both facets are distinct and must not be used interchangeably in tourism-related self-congruity studies. ? 2014 Asia Pacific Tourism Association.
URI: http://hdl.handle.net/10397/10148
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941665.2014.935738
Appears in Collections:Journal/Magazine Article

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