Identity and destination branding among residents: How does brand self-congruity influence brand attitude and ambassadorial behavior?

Philipp Wassler, Liang Wang, Kam Hung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


Residents of a particular destination are potentially the largest and most powerful stakeholders of destination brands. However, the basis of residents' attitudes toward destination branding is not widely understood. In this study, it is proposed that self-congruity (the degree of match between the perceived self and perceived brand identity) is a possible antecedent of these attitudes. We empirically demonstrate that brand self-congruity is a likely indicator of destination brand attitude and that subsequent ambassadorial behavior among residents is probable. Implications for practitioners and future research opportunities are finally suggested.

Original languageEnglish
Pages (from-to)437-446
Number of pages10
JournalInternational Journal of Tourism Research
Issue number4
Publication statusPublished - 1 Jul 2019


  • brand ambassador
  • brand attitude
  • brand identity
  • residents
  • self-congruity

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation

Cite this