Investigating antecedents and consequences of brand passion in the context of creative tourism

• Main Authors: Cun-PeiLin, 林坤霈
• Other Authors: Ching-Fu Chen
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/xg87n4

碩士 === 國立成功大學 === 交通管理科學系 === 105 === This study explores the brand passion of the Culture and Creative Park, and understands the antecedents and consequences of brand passion. Our analysis focus on self-congruence, brand identification, lifestyle-congruence as the antecedents of brand passion while brand engagement, satisfaction, and destination loyalty as the consequences of brand passion. An on-site questionnaire survey is conduct to collect data for our study. A total of 380 questionnaires are distributed and 359 useful samples are obtained during four weeks period in early March, 2017. The results of the structural model show that antecedents such as self-congruence, brand identification, lifestyle-congruence are found to have significant, positive effects on brand passion. While brand passion is not significantly related to destination loyalty, it is found to have a significant, positive effect on brand engagement and satisfaction. Both brand engagement and satisfaction have significant, positive effect on destination loyalty. Managerial implications and suggestions for future research are discuss and provided.