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Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions

机译：品牌个性和文化：文化差异对品牌个性观念对游客访问意图的影响

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Tourism destinations increasingly use brand-personification strategies to evoke favorable consumer reactions. These reactions, however, may hinge on cultural differences. This paper investigates the relationships among nation brand personality perceptions, consumer brand-self congruity, and the visit intention of a country as a tourism destination. Brand-self congruity is examined as a mediator of the relationship between brand personality perception and visit intention. Of Hofstede's cultural dimensions, individualism and uncertainty avoidance are the most relevant dimensions for brand-self congruity. Based on representative samples of consumers from five countries (Italy, the UK, Czech Republic, Poland, and Russia) and using Slovakia as a sample tourism destination, the effect of individualism and uncertainty avoidance on the relationship between brand self-congruity and visit intention is studied. Individualism and uncertainty avoidance moderate the congruity visit intention relationship but in a negative way, contrary to our expectations. Important implications are derived for both tourism research and destination management. (C) 2015 Elsevier Ltd. All rights reserved.
机译：旅游目的地越来越多地使用品牌拟人化策略来引起良好的消费者反应。但是，这些反应可能取决于文化差异。本文研究了民族品牌个性观念，消费者品牌自我一致性以及一个国家作为旅游目的地的访问意图之间的关系。品牌自我一致性被视为品牌个性感知与访问意向之间的中介。在霍夫斯泰德的文化维度中，个人主义和避免不确定性是与品牌自我一致性最相关的维度。基于来自五个国家（意大利，英国，捷克共和国，波兰和俄罗斯）的有代表性的消费者样本，并以斯洛伐克作为样本旅游目的地，个人主义和避免不确定性对品牌自我一致性和访问意图之间关系的影响被研究。个人主义和不确定性回避减轻了一致性访问意图关系的影响，但以消极的方式违反了我们的预期。对于旅游业研究和目的地管理都产生重要意义。 （C）2015 Elsevier Ltd.保留所有权利。

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