Despite the growing attention brand credibility attracts in recent marketing literature, little is known about the credibility of place brands and their relationship with consumers’ loyalty. The present study builds on brand signalling and attachment theory to investigate whether credible place brands affect consumers’ attachment formation, their subsequent word of mouth (WOM) and intention to return. Survey data from an Alpine winter sport destination reveal that place brand credibility is a key antecedent of consumers’ attachment. Moreover, consistent with brand signalling theory, credible place brands exert a particularly strong direct effect on consumers’ WOM. A positive effect on their intention to return, however, will result only if they feel attached with the place brand beforehand. Implications for marketing scholars and brand managers are offered.

尽管品牌信誉越来越受到最近市场营销文献的关注，但对于地方品牌的信誉及其与消费者忠诚度的关系知之甚少。本研究建立在品牌信号和依恋理论的基础上，以调查可信的地标品牌是否会影响消费者的依恋形成，他们的后续口口碑（WOM）和回头意向。来自阿尔卑斯山冬季运动目的地的调查数据表明，地方品牌信誉是消费者依恋的关键先决条件。而且，与品牌信号理论相一致，可信的地名品牌对消费者的WOM具有特别强的直接影响。但是，只有在他们事先对地方品牌感兴趣的情况下，才能对他们的回国意愿产生积极影响。