Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy

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Hamdy, A, Zhang, J, Eid, R and Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, 2024. Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy. Journal of Product and Brand Management, 33 (5), pp. 489-501. ISSN 1061-0421

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Official URL: https://doi.org/10.1108/jpbm-05-2023-4481

Abstract

Purpose: This investigation examines a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification, and brand advocacy, as well as the mediating role of destination warmth (vs. competence) in the connections between destination brand femininity (vs. masculinity) and destination brand identification.

Design/methodology/approach: A qualitative study and literature review were conducted to revisit and refine the items on the scale. Preliminary item reduction was qualitatively grounded in focus groups, a panel of experts, and a pilot study. A follow-up quantitative evaluation of two studies (N1 = 705 and N2 = 472) was conducted to test seven hypotheses using exploratory factor analysis and confirmatory factor analysis with structural equation modeling.

Findings: The findings provide robust evidence for the interrelationships among destination brand gender, stereotypes, destination identification, and destination advocacy. The outcomes also reveal that warmth is more important than competence for destination identification. Finally, the results indicated that only destination warmth serves as a partial mediator in the association between destination brand masculinity and femininity, on the one hand, and destination identification, on the other hand.

Originality/value: This article adds to the destination branding literature by using social role theory and the stereotype content model to explore novel connections among destination brand gender, stereotypes, destination brand identification, and brand advocacy.

Item Type:	Journal article
Publication Title:	Journal of Product and Brand Management
Creators:	Hamdy, A., Zhang, J., Eid, R. and Agag, G.
Publisher:	Emerald
Date:	5 August 2024
Volume:	33
Number:	5
ISSN:	1061-0421
Identifiers:	Number Type 10.1108/jpbm-05-2023-4481 DOI 2391155 Other
Rights:	© 2024, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	17 Mar 2025 16:52
Last Modified:	17 Mar 2025 16:52
URI:	https://irep.ntu.ac.uk/id/eprint/53258