Branding destinations with multisensory brand associations and evaluating its impact on behavioural pattern under the intervention of multiplex phenomenon of relationship-branding

摘要

Image perception has been acknowledged as a critical component of branding. Perception of image is comparatively difficult for intangible entities like ‘destination’. Research initiatives, thus far, has postulated destination branding on associations namely cognitive and affective image inputs. Multi-sensory brand associations were never tested for destination branding model, although, sensory brand associations were found to play major role in the tangible product branding and influence purchase behaviours. Further, attributional elements, specific to destination are assumed to play critical role in developing the brand identity leading to choice of destination. Perceived destination brand image was empirically tested for its influence on post-travel behaviours and was identified as one of the potent travel motives, however, the predictive capability of perceived destination brand image on favourable post-travel behaviours seems to fall off due to reasons unknown. Researchers like Fournier, observed that relationship-branding can induce favourable post-purchase behaviour. This study focuses on developing a destination brand model using conventional brand associations, namely cognitive and affective image inputs, and new associations, namely, attributional and senso-ry image inputs. The study further incorporates relationship-branding as a multiplex phenomenon and tested its possible intervening impact between perceived destination brand image and post-travel behaviours. The results established the destination brand model based on the image associations and confirmed the role of relationship-branding as a para-social and socio-emotional moderator to influence post-travel visitor behaviour. The study plugs in the gap that existed in the present body of knowledge addressing destination branding and reinforces the relationship theory in establishing the ‘brand–purchase–post-purchase behaviour’ triad.