INFLUENCING OF BRAND PERCEPTION, BRAND PERSONALITY AND SELF-CONGRUITY ON SPORTS TOURISM BRAND LOYALTY IN ZHANGJIAJIE CITY, CHINA
DOI:
https://doi.org/10.18623/rvd.v23.5799Keywords:
Brand Perception, Brand Personality, Self-Congruity, Sports Tourism Brand Loyalty, Zhangjiajie CityAbstract
In recent years, sports tourism has emerged as a driver of regional development. Leveraging its natural landscapes and sports events, Zhangjiajie has built a distinctive local sports tourism brand. However, empirical research on how brand perception, brand personality, and self-congruity jointly influence brand loyalty remains limited. This study investigates the relationships among these variables and constructs a structural model of their effects on brand loyalty. A mixed-methods approach was adopted: qualitative research through interviews and literature review, and quantitative analysis using data from 320 questionnaire responses analyzed via structural equation modeling. Expert evaluations were also conducted to validate findings. Results reveal that brand perception, brand personality, and self-congruity all positively influence brand loyalty, with self-congruity mediating the effects of both brand perception and brand personality. These findings offer practical implications for enhancing brand loyalty in Zhangjiajie’s sports tourism sector.
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