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Title: The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model
Authors: Hatzithomas, Leonidas
Boutsouki, Christina
Theodorakioglou, Fotini
Papadopoulou, Evanthia
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: Advertising
Destination Image
Purchase Intention
Issue Date: 25-Aug-2021
Publisher: MDPI
Source: Sustainability
Volume: 13
Issue: 17
First Page: 9584
Abstract: The present study investigates the effect of a tourism destination’s perceived sustainable image on the globalness of brands named after the destination and attests the mediating role of brand globalness on the relationship between destination image and purchase intention. A model that incorporates identification with local and global consumer culture as moderators of the relationship between brand globalness and purchase intention is proposed. A 2 (Destination: Santorini vs. Serres) × 2 (Product: tomato paste, yogurt) online experiment was designed through Prolific Academic for the purposes of the study. As Greece is a top destination among British tourists, a British audience was addressed, resulting in 425 participants. Britons with high identification with global consumer culture indicated higher purchase intentions for brands named after a sustainable destination. It also appears that a sustainable destination image is a critical factor in creating brand globalness and purchase intention for a brand named after this destination. Hence, destinations with a sustainable image can be used as a basis for the development of exports. An in-depth understanding of the international image of popular destinations will help indigenous companies create and maintain strong global brands. Significant implications for exporting companies are highlighted.
ISSN: 2071-1050
Other Identifiers: 10.3390/su13179584
Appears in Collections:Department of Business Administration

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