Does brand personification matter in consuming tourism real estate products? A perspective on brand personality, self-congruity and brand loyalty
School of Business and Law
Funding information available at: https://doi.org/10.1080/19388160.2018.1516586
This study explored the importance of the brand personification perspective in consuming tourism real estate products in the Chinese context. The structure and the relationships among personified and non-personified brand personality, self-congruity and brand loyalty with the tourism real estate market were empirically tested. Results indicate that personified brand personality dimensions had greater influence on self-congruity than non-personified dimensions; and self-congruity mediates the relationship between brand personality dimensions and brand loyalty. The findings confirm the influence of brand personification and suggest that personified dimensions are more important than non-personified dimensions for consumers to describe self-images and form their self-congruity and brand loyalty. Theoretical and managerial implications are also discussed.