The mediating role of brand experience in a mid-sized city
Autor(a) principal: | |
---|---|
Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/20.500.11960/3364 |
Resumo: | Increasing the attractiveness of mid-sized cities is a cross-cutting challenge within the context of the European Union, and specifically for Portugal. In this sense, we evaluate the mediating effect of brand experience between the brand personality and brand attitude applied to the city of Guimarães. A survey was conducted to the tourists and 234 useable answers were collected. Results indicate that the tourists only perceive the sincerity inside the destination brand personality dimension and this influences the brand experience and consequently affects brand attitude. The mediator effect was also verified. A destination with these characteristics must create a familiar and happy environment. It should promote good experiences in terms of, feelings, emotions and positive thinking that will influence the brand attitude. Hence, the tourists will give a good feedback with their experience and could increase their loyalty towards the destination, thus increasing the probability of repeating the visit and recommending the city. |
id |
RCAP_26b2f2bf39ee3fd2b4929b32d7bcf8f5 |
---|---|
oai_identifier_str |
oai:repositorio.ipvc.pt:20.500.11960/3364 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
The mediating role of brand experience in a mid-sized cityDestination brand personalityDBPBrand attitudeCity brandingConsumer behaviourBrand experienceTourism managementIncreasing the attractiveness of mid-sized cities is a cross-cutting challenge within the context of the European Union, and specifically for Portugal. In this sense, we evaluate the mediating effect of brand experience between the brand personality and brand attitude applied to the city of Guimarães. A survey was conducted to the tourists and 234 useable answers were collected. Results indicate that the tourists only perceive the sincerity inside the destination brand personality dimension and this influences the brand experience and consequently affects brand attitude. The mediator effect was also verified. A destination with these characteristics must create a familiar and happy environment. It should promote good experiences in terms of, feelings, emotions and positive thinking that will influence the brand attitude. Hence, the tourists will give a good feedback with their experience and could increase their loyalty towards the destination, thus increasing the probability of repeating the visit and recommending the city.2023-06-05T11:14:28Z2021-01-01T00:00:00Z20212022-11-23T16:05:36Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/20.500.11960/3364eng1756-004710.1504/ijbex.2020.10026170metadata only accessinfo:eu-repo/semantics/openAccessRodrigues, PaulaBorges, Ana PintoVieira, Elvirareponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-06-08T06:45:28Zoai:repositorio.ipvc.pt:20.500.11960/3364Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:59:58.544865Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The mediating role of brand experience in a mid-sized city |
title |
The mediating role of brand experience in a mid-sized city |
spellingShingle |
The mediating role of brand experience in a mid-sized city Rodrigues, Paula Destination brand personality DBP Brand attitude City branding Consumer behaviour Brand experience Tourism management |
title_short |
The mediating role of brand experience in a mid-sized city |
title_full |
The mediating role of brand experience in a mid-sized city |
title_fullStr |
The mediating role of brand experience in a mid-sized city |
title_full_unstemmed |
The mediating role of brand experience in a mid-sized city |
title_sort |
The mediating role of brand experience in a mid-sized city |
author |
Rodrigues, Paula |
author_facet |
Rodrigues, Paula Borges, Ana Pinto Vieira, Elvira |
author_role |
author |
author2 |
Borges, Ana Pinto Vieira, Elvira |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Rodrigues, Paula Borges, Ana Pinto Vieira, Elvira |
dc.subject.por.fl_str_mv |
Destination brand personality DBP Brand attitude City branding Consumer behaviour Brand experience Tourism management |
topic |
Destination brand personality DBP Brand attitude City branding Consumer behaviour Brand experience Tourism management |
description |
Increasing the attractiveness of mid-sized cities is a cross-cutting challenge within the context of the European Union, and specifically for Portugal. In this sense, we evaluate the mediating effect of brand experience between the brand personality and brand attitude applied to the city of Guimarães. A survey was conducted to the tourists and 234 useable answers were collected. Results indicate that the tourists only perceive the sincerity inside the destination brand personality dimension and this influences the brand experience and consequently affects brand attitude. The mediator effect was also verified. A destination with these characteristics must create a familiar and happy environment. It should promote good experiences in terms of, feelings, emotions and positive thinking that will influence the brand attitude. Hence, the tourists will give a good feedback with their experience and could increase their loyalty towards the destination, thus increasing the probability of repeating the visit and recommending the city. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-01-01T00:00:00Z 2021 2022-11-23T16:05:36Z 2023-06-05T11:14:28Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/20.500.11960/3364 |
url |
http://hdl.handle.net/20.500.11960/3364 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1756-0047 10.1504/ijbex.2020.10026170 |
dc.rights.driver.fl_str_mv |
metadata only access info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
metadata only access |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131668867448832 |