Emeline Martin Assistant Professor, University of Angers, Angers, France Sonia Capelli

1. Revisiting the Destination Brand Box Model: Assessing Implicit and Explicit Attitudes Toward Destinations Emeline Martin Assistant Professor, University of Angers, Angers, France Sonia Capelli Professor of Marketing, Universityof Jean Moulin Lyon 3, Lyon, France 6TH INTERNATIONAL CONSUMER BRAND RELATIONSHIPS

2. Nation brand vs. sub-brand: What brand dimensions to attracttourists? Region brand (lower-order level: sub-brand) Advertisementbuilt on functionalattributes Advertisementsbuilt on functional and representationalattributes ? Nation brand (higher-order level) 1 Martin & Capelli (2016), p.7

3. Dual methodology for assessing place brands: Implicit measures 2

4. Dual methodology for assessing place brands: Implicit measures Sequence of Trial Blocks in the ‘Nation vs. Region’ IATs 3

5. Dual methodology for assessing place brands: Explicit measures 4

6. Effects of nation’s and region’s destination brand dimensions on attractiveness, depending on response times 1,400 1,350 1,300 1,250 1,200 1,150 1,300 1,250 1,200 1,150 1,100 1,050 p= .028 p = .003 • H2: Both destination brand dimensions have significant, positive influences on the attractiveness of the country, with no difference between the brand dimensions • H1: The functional attributes have more weight (though negative) on the region’s implicit attractiveness than the representational attributes Not validated 5

7. Effects of destination brand dimensions on intentions to visit a destination Beta Representationality (region brand vs. nation brand) Beta Functionality (region brand vs. nation brand) Beta Representationality Beta Functionality Nation brand (France) Region brand (Auvergne) H1: The representational dimension of the region brand better explains tourists’ intentions to visit the region than its functional dimension H2: The functional dimension of the nation brand better explains tourists’ intentions to visit the country than its representational dimension  The representational dimension has no impact on intentions to visit the country H3(a): International tourists perceive the region brand, more than the nation brand, in terms of its representational dimension to explain their intentions to visit the destination H3(b): The region brand is not significantly less functional than the nation brand, in terms of its ability to explain intentions to visit the destination Validated Not validated 6

8. Contributions Multi-level approach to understanding place branding Managerial contributions • Place brand managers • Need to consider implicit vs; explicit attitudes toward the place, depending on the behavior(impulsive vs. reasoned decision) • Leverage the nation brand image (higher-order place) to develop the region brand (lower-order place) • Need for IMC between different place scales  Importance of place brand management (branded house strategy) • Need to consider place brand architecture • Images of the different place brands overlap  Aplace brand portfolio should be coherent Furthering the Destination Brand Box Model: Impact on international tourists’ behavioral intentions • We investigate the predictive validity of the Destination Brand Box Model: The region and nation were perceived differently on their brand dimensions, and these dimensions affected intentions to visit the destination • Our study reduces the potential effect of a social desirability bias (representational dimension) • We confirm the relevancy of the Destination Brand Box Model approach with an alternative measurement method 7

9. Limitations & Further research 8

10. Revisiting the Destination Brand Box Model: Assessing Implicit and Explicit Attitudes Toward Destinations Thankyou for your attention  6TH INTERNATIONAL CONSUMER BRAND RELATIONSHIPS