Please use this identifier to cite or link to this item:
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
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.
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941665.2014.935738
Appears in Collections:Journal/Magazine Article

View full-text via PolyU eLinks SFX Query
Show full item record

Page view(s)

Last Week
Last month
Checked on Aug 21, 2017

Google ScholarTM



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.