Ika Barokah Suryaningsih

Faculty of Economics and Bussiness, University of Jember, Indonesia

The purpose of this study is to prove the Mediation Role of Brand Engagement in the Relationship between Destination Brand Self-Congruence and the Behavioral Intention to Visitors of Kwan Sing Bio Temple in Tuban Regency, Indonesia. This study uses an explanatory research approach using path analysis. The type of data used is qualitative which is quantified, with the source of data obtained from distributing questionnaires. The sampling method used purposive sampling. The sample used as many as 90 visitors to the temple. The results of this study indicate that destination brand self-congruence affects brand engagement. Destination brand self-congruence affects the intention to recommend. Brand engagement affects the intention to recommend. The Sobel Test (Sobel Test) proves that the role of brand engagement can mediate the effect of destination brand self-congruence on the intention to recommend to visitors to the Kwan Sing Bio Temple in Tuban Regency, Indonesia.

Destination, Brand Self-Congruence, Brand Engagement, Behavioral Intention, Temple.

1) Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105

2) Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007

3) Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26(April 2017), 153–163. https://doi.org/10.1016/j.tmp.2017.10.006

4) Chen, R., Zhou, Z., Zhan, G., & Zhou, N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing and Management, 15(3688), 100402. https://doi.org/10.1016/j.jdmm.2019.100402

5) De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495–515. https://doi.org/10.1057/bm.2014.18

6) Duong, L. H., Phan, Q. D., Nguyen, T. T., Huynh, D. Van, Truong, T. T., & Duong, K. Q. (2022). Understanding Tourists’ Behavioral Intention and Destination Support in Post-pandemic Recovery: The Case of the Vietnamese Domestic Market. Sustainability, 14(16), 9969. https://doi.org/10.3390/su14169969

7) France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer-brand engagement: Drivers and consequences. Journal of Brand Management, 23(2), 119–136. https://doi.org/10.1057/bm.2016.4

8) Ghozali, I. (2016). Aplikasi Analisis Multivariate denganProgram IBM SPSS 23 (VIII). Badan Penerbit Universitas Diponegoro.

9) Gujarati, D. N. (2013). Basic Ekonometrics (Fifth Edition). Asia: The McGraw-Hill Companies. Inc.

10) Haj-Salem, N., Chebat, J. C., Michon, R., & Oliveira, S. (2016). Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity. Journal of Business Research, 69(3), 1219–1227. https://doi.org/10.1016/j.jbusres.2015.09.011

11) Kang, J., Tang, L., & Lee, J. Y. (2015). Self-Congruity and Functional Congruity in Brand Loyalty. Journal of Hospitality and Tourism Research, 39(1), 105–131. https://doi.org/10.1177/1096348012471377

12) Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Rahman, Z. (2020). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106

13) Kotler, P. (2000). Marketing Management , Millenium Edition. Marketing Management,Millenium Edition, 23(6), 188–193. https://doi.org/10.1016/0024-6301(90)90145-T

14) Kotler, P., & Keller, K. L. (2016). Marketing Management 15 Global Edition. https://doi.org/10.1080/08911760903022556

15) Kumar, V. (2016). Examining the role of destination personality and self-congruity in predicting tourist behavior. Tourism Management Perspectives, 20, 217–227. https://doi.org/10.1016/j.tmp.2016.09.006

16) Mishra, A. A. (2014). Shopping Value, Satisfaction, and Behavioral Intentions: A Sociodemographic and Interproduct Category Study on Private Label Brands. Journal of Global Marketing, 27(4), 226–246. https://doi.org/10.1080/08911762.2014.909553

17) Raykov, T. (2012). An Introduction to Applied Multivariate Analysis. In An Introduction to Applied Multivariate Analysis. https://doi.org/10.4324/9780203809532

18) Sirgy, M. J., Lee, D.-J., & Yu, G. B. (2017). Revisiting self-congruity theory in consumer behaviour: Making sense of the research so far (In C. V. J). Routledge.

19) Solomon, M. R. (2011). Consumer Behavior: Buying, Having, and Being (Global Edi). Pearson Education Inc. Prentice Hall.

20) Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92

21) Suryaningsih, I. B., Nugraha, K. W. S., & Sukmalangga, A. Y. (2020). Reflection of Customer Experience and Destination Image of Tourist Trust through Satisfaction Mediation. Hasanuddin Economics and Business Review, 4(1), 1–6. https://doi.org/10.26487/hebr.v4i1.2329

22) Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1), 114–127. https://doi.org/10.1016/j.tourman.2010.06.006

23) Yu, C. P., Chang, W. C., & Ramanpong, J. (2019). Assessing visitors’ memorable tourism experiences (MTEs) in forest recreation destination: A case study in Xitou Nature Education Area. Forests, 10(8), 1–15. https://doi.org/10.3390/f10080636

24) Zeithaml, Bitner, G. (2006). Services Marketing: Integrating Customer Focus Across the Firm. The McGraw-Hill Companies, Inc.

25) Zhang, H., Wu, Y., & Buhalis, D. (2017). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8(June), 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004

Volume 05 Issue 10 October 2022

There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.