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

摘要

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

獎項日期	2017 7月 28
原文	English
監督員	Ching-Fu Chen (Supervisor)