Abstract
Literature that examined the relationship between online destination brand experience (ODBE) and destination brand authenticity (DBA) is limited. Considering the increased importance of brand authenticity and its benefits for the practitioners, the present study develops a model of the relationship between ODBE, DBA, affective commitment, and word-of-mouth. The study also tested the moderation effect of culture (individualism/collectivism) in the relationship that ODBE shares with DBA. Results derived from a sample of 438 respondents show that DBA fully meditates the relationship that ODBE shares with affective commitment and positive word-of-mouth. Subsequently, the analysis revealed a significant moderating role of culture (individualism/collectivism) in the relationship between ODBE and DBA. The study concludes with theoretical and managerial implications following future research directions. • Online brand experience associated to authenticity in destination branding. • Empirical support for the relationship between ODBE and DBA. • Culture (individualism/collectivism) as a moderator between ODBE and DBA relationship. • Role of ODBE and DBA in boosting affective commitment and word-of-mouth.
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