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EMAC 2019 Annual Conference

The Effect of Brand Experience on Brand Credibility: An Analysis through Online Destination Platforms

Published: May 28, 2019


Jano Jimenez Barreto, Autonomous University of Madrid; Natalia Rubio, Autonomous University of Madrid; Sara Campo, Universidad Autónoma de Madrid; Sebastian Molinillo, University of Malaga


experience; destination; credibility


Even though concepts such as brand experience and managing online brand credibility are critical in destination marketing strategies, there have been no studies concurrently analyzing their interconnections until now. In the interest of closing the gap detected in the literature, a multimethod study, using a projective technique and an online experiment, was carried out across five official destination platforms (Website, Facebook, Instagram, Twitter, and YouTube). The results confirm positive direct and indirect relationships among online destination brand experience, perceived online destination brand credibility, and intentions to visit and recommend the destination.


This study was supported by the Spanish Ministry of Economy, Industry, and Competitiveness under Grant: Research Project Ref. ECO2015-69103-R