Abstract
PurposeThis study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).Design/methodology/approachUsing survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.FindingsThe results show that the four components of destination branding contribute to DBA through brand stereotypes.Originality/valueBased on the stereotype content model, this study explores how two cognitive (i.e. brand awareness and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.
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