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Effects of brand personality dimensions and self-congruity on revisit intention: a structural equation modeling approach

Yang, S., Mohd Isa, S., Ramayah, T., Anuar, N. N. A. and Blanes, R. (2022) Effects of brand personality dimensions and self-congruity on revisit intention: a structural equation modeling approach. Journal of Tourism, Hospitality and Environment Management, 7(29), pp. 1-7. (doi: 10.35631/JTHEM.729001)

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Abstract

The study is aimed to test the structural relationship between brand personality dimensions, selfcongruity (i.e., actual and ideal self-congruity) and revisit intention. Brand personality was conceptualised as a five-dimensional construct including sincerity, excitement, competence, sophistication, and ruggedness. When Chinese outbound tourists perceived various personality traits of destination brand, it might influence their revisit intentions to Glasgow, UK. The current study proposed that self-congruity exerted mediating effects between five dimensions of brand personality and revisit intention. Structural equation modelling was applied to confirming the hypothesis testing. Findings of current study suggested that only two dimensions (sincerity and excitement) had an indirect impact on revisit intention through ideal self-congruity. Furthermore, this study contributed to the extant literature by partially confirming self-congruity theory in the setting of Glasgow tourism. Research findings are also beneficial to destination marketing organisations (DMOs) in their efforts to make Glasgow destination attract more repeated Chinese tourists.

Item Type:	Articles
Additional Information:	This research was funded by University of Glasgow as part of the Erasmus + ICM programme 2017-1-UK01-KA107-036056, Sponsor Licence Number: TRAW6PAA8.
Keywords:	Brand personality dimensions, self-congruity, revisit intention, tourist behaviour.
Status:	Published
Refereed:	Yes
Glasgow Author(s) Enlighten ID:	Yang, Shaohua and Blanes, Dr Ramona
Authors:	Yang, S., Mohd Isa, S., Ramayah, T., Anuar, N. N. A., and Blanes, R.
Subjects:	H Social Sciences > H Social Sciences (General)
College/School:	College of Social Sciences > Adam Smith Business School > Management
Journal Name:	Journal of Tourism, Hospitality and Environment Management
Journal Abbr.:	JTHEM
Publisher:	Global Academic Excellence
ISSN:	0128-178X
ISSN (Online):	0128-178X
Copyright Holders:	Copyright © 2022 Global Academic Excellence (M) Sdn Bhd
First Published:	First published in Journal of Tourism, Hospitality and Environment Management 7(29): 1-7
Publisher Policy:	Reproduced under a Creative Commons License

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Deposit and Record Details

ID Code:	278719
Depositing User:	Dr Ramona Blanes
Datestamp:	23 Sep 2022 13:40
Last Modified:	24 Oct 2022 07:15
Date of acceptance:	3 June 2022
Date of first online publication:	1 September 2022
Date Deposited:	23 September 2022