Purpose

This study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).

Design/methodology/approach

Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.

Findings

The results show that the four components of destination branding contribute to DBA through brand stereotypes.

Originality/value

Based on the stereotype content model, this study explores how two cognitive (i.e. brand awareness and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.

中文翻译：

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刻板印象对品牌依恋有影响吗？

目的

这项研究旨在调查目的地品牌定型观念在预测目的地品牌依恋（DBA）中的作用。

设计/方法/方法

使用来自612位印度尼西亚受访者的调查数据，通过应用结构方程模型分析对概念框架进行了测试。

发现

结果表明，目标品牌的四个组成部分通过品牌刻板印象为DBA做出了贡献。

创意/价值

基于刻板印象的内容模型，本研究探讨了两个认知（即品牌意识和感知质量）和两个情感（即理想的自我一致性和持久的文化参与）成分如何建立目标品牌的刻板印象，从而增加了DBA。