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ABSTRACT
This study analyzed questionnaires from 626 Chinese tourists by using the partial least squares method to determine the effects of four dimensions of destination brand authenticity (i.e. objective, constructive, postmodern, and existential authenticity) on destination brand well-being and verify the mediating role of self-congruence. Two destination brand authenticity dimensions (i.e. postmodern and existential authenticity) improved destination brand hedonic and eudaemonic well-being through actual and ideal self-congruence while objective authenticity heightened destination brand eudaemonic well-being by ideal self-congruence; however, there are differences in the mediating role of actual and ideal self-congruence. The aforementioned findings contribute to the theory of destination brand authenticity, self-congruence, and well-being and can serve as a reference for the future development of destination brands, such as brand well-being marketing.
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No potential conflict of interest was reported by the author(s).
Correction Statement
This article has been corrected with minor changes. These changes do not impact the academic content of the article.
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Notes on contributors
Zhimin Zhou
Zhimin Zhou ([email protected]) is a Professor at the College of Management at Shenzhen University, China. He received his PhD in Marketing from Sun Yat-sen University, China in 2003. His research interests focus on brand management. He has published more than 80 papers in some prestigious journals, including Journal of the Academy of Marketing Science, Journal of Product & Brand Management, Journal of Computer-Mediated Communication, Journal of Business Research, Cyberpsychology, Behavior, and Social Networking, Internet Research, Journal of Destination Marketing & Management, and some leading Chinese journals.
Yucheng Wang
Yucheng Wang ([email protected]) is a research assistant at the School of Business at Hong Kong Baptist University, Hong Kong. He received his master in Marketing from Shenzhen University, China in 2022. His research interests focus on consumer psychology and behavioural decisions. He has published some English papers in Journal of Product & Brand Management as well as three papers in some Chinese journals.
Nan Zhou
Nan Zhou ([email protected]) is a professor in the Department of Marketing, Wuhan University, and Dong Fureng Chair Professor (who was also the Changjiang Scholar Chair Professor). He has published in Journal of Consumer Research, Journal of International Business Studies, Strategic Management Journal, Journal of Destination Marketing & Management, and others.