How music–video metaphors build destination brand resonance: dyadic affect, meaning access, and cultural cues

Gary, Joston; Gu, Yang; Wang, Hannah; Zhou, Xixing; Feng, Yan; Moreira, Antonio

http://hdl.handle.net/10400.2/20966

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Abstract(s)

Short-form destination videos often rely on music to carry cultural meaning. This paper links Cognitive Metaphor Theory with the circumplex dyad of pleasure and arousal to explain how music–image pairings build destination brand resonance (DBR). Three experiments show that pleasure is the stable route to DBR, arousal helps only under favorable tone, and their effects are additive. A Meaning-Access Prime (MAP) raises both emotions under identical clips and, in Bayesian structural models, also exerts a direct path to DBR, strongest when pleasant tone is low. DBR then predicts destination brand identification and destination consumption intention. We also show a useful state view: Resonant versus Emergent DBR. The framework provides design rules for co-tuning tone, activation, and cultural cues in creator-made clips that improve resonance, identification, and intention.