This country is Loveable: A model of destination brand love considering consumption authenticity and social experience

Abstract

Knowledge of how people love and behave out of love for a destination brand is limited. Thus, this study explores the antecedents and outcomes of destination brand love, which considers the moderating effects of social experiences (social exclusion vs. inclusion). The findings of this study reveal that consumption authenticity, which comprises brand, intrapersonal, and existential authenticity, has a positive effect on destination brand love. Additionally, destination brand love positively influences destination brand defense, advocacy, and resistance to negative information. Notably, this study highlights the varying roles of social exclusion and inclusion in shaping the relationship between destination brand love and its antecedents and consequences. The study results offer valuable insights into the factors that drive destination brand love, its impact on related behaviors, and the role of social experiences in this relationship. These findings have significant implications for destination branding strategies and marketing efforts to enhance destination brand love and its outcomes.