The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model

The present study investigates the effect of a tourism destination’s perceived sustainable image on globalness brands named after destination and attests mediating role brand relationship between purchase intention. A model that incorporates identification with local global consumer culture as moderators intention is proposed. 2 (Destination: Santorini vs. Serres) × (Product: tomato paste, yogurt) online experiment was designed through Prolific Academic for purposes study. As Greece top among British tourists, audience addressed, resulting in 425 participants. Britons high indicated higher intentions destination. It also appears critical factor creating this Hence, destinations can be used basis development exports. An in-depth understanding international popular will help indigenous companies create maintain strong brands. Significant implications exporting are highlighted.