Visitors' Destination Brand Engagement's Effect on Co-Creation : An empirical study
(2022) p.321-337- Abstract
The emergence and rise of technology, including social media and online brand communities, have revolutionized consumer-brand interactions, thereby impacting consumer brand engagement and its outcomes. However, though social media-based brand engagement has developed into a key area of interest for brand managers, insight into its tourism-based dynamics and applications remains limited, particularly in the context of destination brands. To address this gap, we develop a model that explores the relationships between visitors’ destination brand engagement and its key antecedents/consequences. The findings suggest a positive effect of social media involvement and brand identification on visitors’ brand engagement, thus extending current... (More)
The emergence and rise of technology, including social media and online brand communities, have revolutionized consumer-brand interactions, thereby impacting consumer brand engagement and its outcomes. However, though social media-based brand engagement has developed into a key area of interest for brand managers, insight into its tourism-based dynamics and applications remains limited, particularly in the context of destination brands. To address this gap, we develop a model that explores the relationships between visitors’ destination brand engagement and its key antecedents/consequences. The findings suggest a positive effect of social media involvement and brand identification on visitors’ brand engagement, thus extending current literature-based acumen. Second, visitors’ destination brand engagement was found to positively affect the development of destination brand co-creation and loyalty, thus warranting engagement’s pivotal role in managing tourism brands. Third, we ascertain destination brand loyalty’s favorable impact on brand co-creation, warranting engagement’s and co-creation’s importance on brand managers’ strategic agenda. Overall, by furthering understanding of the role of consumers’ social media involvement in driving their destination brand identification, engagement and co-creation, our findings benefit destination branding organizations by helping to drive improved destination brand performance.
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- author
- Rather, Raouf Ahmad ; Hollebeek, Linda LU ; Smith, Dale L.G. ; Kukk, Jana and Ghasemi, Mojtaba
- publishing date
- 2022
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- host publication
- The Routledge Companion to Corporate Branding
- editor
- Iglesias, Oriol ; Ind, Nicholas and Schultz, Majken
- pages
- 17 pages
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:85142040704
- ISBN
- 9781003035749
- DOI
- 10.4324/9781003035749-23
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2022 selection and editorial matter, Oriol Iglesias, Nicholas Ind and Majken Schultz; individual chapters, the contributors.
- id
- 4b984918-0c99-4701-a580-4d5c72346b64
- date added to LUP
- 2023-02-20 15:25:57
- date last changed
- 2023-09-08 09:29:42
@inbook{4b984918-0c99-4701-a580-4d5c72346b64,
abstract = {{<p>The emergence and rise of technology, including social media and online brand communities, have revolutionized consumer-brand interactions, thereby impacting consumer brand engagement and its outcomes. However, though social media-based brand engagement has developed into a key area of interest for brand managers, insight into its tourism-based dynamics and applications remains limited, particularly in the context of destination brands. To address this gap, we develop a model that explores the relationships between visitors’ destination brand engagement and its key antecedents/consequences. The findings suggest a positive effect of social media involvement and brand identification on visitors’ brand engagement, thus extending current literature-based acumen. Second, visitors’ destination brand engagement was found to positively affect the development of destination brand co-creation and loyalty, thus warranting engagement’s pivotal role in managing tourism brands. Third, we ascertain destination brand loyalty’s favorable impact on brand co-creation, warranting engagement’s and co-creation’s importance on brand managers’ strategic agenda. Overall, by furthering understanding of the role of consumers’ social media involvement in driving their destination brand identification, engagement and co-creation, our findings benefit destination branding organizations by helping to drive improved destination brand performance.</p>}},
author = {{Rather, Raouf Ahmad and Hollebeek, Linda and Smith, Dale L.G. and Kukk, Jana and Ghasemi, Mojtaba}},
booktitle = {{The Routledge Companion to Corporate Branding}},
editor = {{Iglesias, Oriol and Ind, Nicholas and Schultz, Majken}},
isbn = {{9781003035749}},
language = {{eng}},
pages = {{321--337}},
publisher = {{Taylor & Francis}},
title = {{Visitors' Destination Brand Engagement's Effect on Co-Creation : An empirical study}},
url = {{http://dx.doi.org/10.4324/9781003035749-23}},
doi = {{10.4324/9781003035749-23}},
year = {{2022}},
}