超越持久印象:探索品牌形象对重访意向的影响,揭示场所依恋的中介机制

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Destination Marketing & Management Pub Date : 2024-07-31 DOI:10.1016/j.jdmm.2024.100927
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引用次数: 0

摘要

稳健、积极的品牌形象与强烈的地方归属感交织在一起,形成了一个共生循环,激发了顾客的忠诚度,点燃了他们再次光顾的欲望。通过采用定量研究方法和严格的统计方法,我们进行了三项不同的研究。第一项研究主要是探索性研究,旨在仔细检查数据收集工具(n = 304)的心理测量属性。随后的确认性研究旨在验证从探索性因素分析中提取的结果(n = 305)。第三项研究旨在考察地方依恋在里斯本城市品牌形象与重游意向之间的中介影响(n = 355)。数据分析显示,品牌形象直接推动了重游意向;然而,当地方依恋作为中介因素被引入模型时,品牌形象对重游意向的影响就会减弱。这些发现意味着,在评估再次光顾意向时,地方依恋的重要性要高于品牌形象。
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Beyond a lasting impression: Exploring the impact of brand image on revisit intention, unveiling place attachment as a mediating mechanism

A robust and positive brand image, intertwined with a strong sense of place attachment, creates a symbiotic cycle that fuels customer loyalty and ignites the desire for a return visit. By leveraging a quantitative research approach and employing rigorous statistical methods, three distinct studies were conducted. The first study, primarily exploratory, was aimed at scrutinizing the psychometric attributes of the data collection instrument (n = 304). The ensuing confirmatory study sought to validate the results extracted from the exploratory factor analysis (n = 305). The third study was designed to examine the mediating influence of place attachment in the relation between the city of Lisbon's brand image and the revisit intention (n = 355). The data analysis revealed that brand image directly propels the revisit intention; however, when place attachment is introduced into the model as a mediator, the impact of brand image on revisit intention diminishes. These findings imply that when revisit intentions are evaluated, the significance ascribed to place attachment supersedes that ascribed to brand image.

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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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