A serial mediation model for destination brand equity in a destination social responsibility context

Purpose Grounded in the cognition–affect–conation (C–A–C) framework, this study identifies destination social responsibility (DSR) as a socio-psychological signal that shapes destination brand equity (CDBE). This study aims to test a serial mediation model in a developing country context, with lifestyle congruence (LC) serving as a boundary condition. Design/methodology/approach A paper-based survey was conducted with 609 tourists visiting Danang City, Vietnam. The conceptual model and research hypotheses were evaluated using partial least squares structural equation modeling. Findings DSR triggers three empirically supported routes to loyalty: (i) a cognitive chain via awareness, image and perceived quality; (ii) an affective chain via trust and engagement; and (iii) a hybrid cognitive–affective chain linking cognition to trust, engagement and ultimately loyalty. LC amplifies key serial mediations: strengthening the joint mediation of awareness–image–quality, mediation through trust and the combined trust–engagement pathway. Research limitations/implications Future research replicating this study with datasets from emerging tourism destinations would be valuable. Comparing findings from general tourism destinations with different types of destinations could reveal factors contributing to stronger or weaker brand equity development. Originality/value This study reframes DSR as a social–psychological signal that activates three pathways – cognitive, affective and hybrid – clarifying how DSR contributes to CDBE. It recenters brand trust and engagement as the affective core of C–A–C and recasts lifestyle congruence as a meaning amplifier. In practice, this study proposes a behavioral design framework for DMOs, policymakers and tourism businesses – especially in low-trust, resource-constrained destinations – that translates C–A–C into a governance roadmap, operationalizing DSR to turn abstract values into observable behaviors and durable emotional commitment.