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This Is My Hometown! The Role of Place Attachment, Congruity, and Self-Expressiveness on Residents’ Intention to Share a Place Brand Message Online
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-4397-6965
University of Reading, Henley on Thames, Oxfordshire, United Kingdom.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-9628-3599
2020 (English)In: Journal of Advertising, ISSN 0091-3367, E-ISSN 1557-7805, Vol. 49, no 5, p. 540-556Article in journal (Refereed) Published
Abstract [en]

In a gradually more hypercompetitive global tourism arena, destination marketers are increasingly seeking effective ways to promote places through appealing place brand messages. Local residents can be valuable ambassadors for the place, as well as co-creators of place-related brand communication. However, research focusing on place advertising from the residents’ perspective is scant. To address this gap, this work identifies three main antecedents of residents’ intention to share a place brand message online: place attachment, place ad–brand congruity, and self-expressiveness. A model is developed and tested on a sample of current and former residents of a Swedish city. Structural equation model results support that these antecedents have a positive influence on current as well as former residents’ intention to share a place brand ad online. Place attachment also has a significant indirect influence on intention to share, with place ad–brand congruity and self-expressiveness as partial mediators. Furthermore, place ad–brand congruity partially mediates the relationship between place attachment and self-expressiveness.

Place, publisher, year, edition, pages
Taylor & Francis, 2020. Vol. 49, no 5, p. 540-556
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-80782DOI: 10.1080/00913367.2020.1810594ISI: 000568905900001Scopus ID: 2-s2.0-85090965684OAI: oai:DiVA.org:ltu-80782DiVA, id: diva2:1466876
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314
Note

Validerad;2021;Nivå 2;2021-02-09 (alebob)

Available from: 2020-09-14 Created: 2020-09-14 Last updated: 2023-09-05Bibliographically approved

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Type fulltextMimetype application/pdf

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Ek Styvén, MariaStrandberg, Carola

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