It’s all about the brand: place brand credibility, place attachment, and consumer loyalty

Abstract Despite the growing attention brand credibility attracts in recent marketing literature, little is known about of place brands and their relationship with consumers’ loyalty. The present study builds on signalling attachment theory to investigate whether credible affect formation, subsequent word mouth (WOM) intention return. Survey data from an Alpine winter sport destination reveal that a key antecedent attachment. Moreover, consistent theory, exert particularly strong direct effect WOM. A positive return, however, will result only if they feel attached beforehand. Implications for scholars managers are offered.