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.

中文翻译：

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这个国家很可爱：考虑消费真实性和社交体验的目的地品牌喜爱模型


人们对目的地品牌的热爱和行为方式的了解是有限的。因此，本研究探讨了目的地品牌喜爱的前因和结果，其中考虑了社会体验的调节作用（社会排斥与包容）。本研究的结果表明，消费真实性（包括品牌真实性、内心真实性和存在真实性）对目的地品牌热爱具有积极影响。此外，目的地品牌喜爱度会对目的地品牌防御、宣传和对负面信息的抵制产生积极影响。值得注意的是，这项研究强调了社会排斥和包容在塑造目的地品牌喜爱及其前因后果之间的关系中所扮演的不同角色。研究结果为推动目的地品牌喜爱的因素、其对相关行为的影响以及社会体验在这种关系中的作用提供了宝贵的见解。这些发现对于增强目的地品牌喜爱度及其成果的目的地品牌战略和营销工作具有重大意义。