Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11144/6840 |
Resumo: | Brand love is associated with consumer behavior that affects organizational performance. This article examines the relationship between brand experience and brand love and between brand love and positive word-of-mouth among Portuguese consumers in the context of the international food retail chain LIDL. Specifically, it analyzes how brand experience contributes to consumers' love for the LIDL brand and how this affects positive word-of-mouth. First, a narrative review of the literature on brand experience, brand love, and positive word-of-mouth is presented, followed by a quantitative study based on a sample of 1,049 Portuguese LIDL customers. Data were processed using descriptive and inferential statistics, including correlations, structural equation modeling and tests of differences. The results show significant positive associations between brand experience and brand love, and positive word-of-mouth, as well as significant differences in gender, generation, and occupational groups. However, the mediating role of brand love between brand experience and word-of-mouth is not significant. With a view to boosting positive word-of-mouth, marketers should manage the experience consumers have in-store and enhance both hedonic and utilitarian values |
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Linking Brand Experience and Brand Love to Word-of-Mouth in Food RetailBrand experienceBrand loveWord-of-mouthFood retailBrand love is associated with consumer behavior that affects organizational performance. This article examines the relationship between brand experience and brand love and between brand love and positive word-of-mouth among Portuguese consumers in the context of the international food retail chain LIDL. Specifically, it analyzes how brand experience contributes to consumers' love for the LIDL brand and how this affects positive word-of-mouth. First, a narrative review of the literature on brand experience, brand love, and positive word-of-mouth is presented, followed by a quantitative study based on a sample of 1,049 Portuguese LIDL customers. Data were processed using descriptive and inferential statistics, including correlations, structural equation modeling and tests of differences. The results show significant positive associations between brand experience and brand love, and positive word-of-mouth, as well as significant differences in gender, generation, and occupational groups. However, the mediating role of brand love between brand experience and word-of-mouth is not significant. With a view to boosting positive word-of-mouth, marketers should manage the experience consumers have in-store and enhance both hedonic and utilitarian valuesCICEE. Universidade Autónoma de Lisboa2024-03-21T16:10:00Z2023-12-01T00:00:00Z2023-12info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/11144/6840eng2184-898Xhttps://doi.org/10.26619/ERBE-2023.3.1.2Araújo, AdrianaTurčínkova,JanaAraújo, AnaMagano, Joséinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-08-01T02:02:29Zoai:repositorio.ual.pt:11144/6840Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-08-01T02:02:29Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
title |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
spellingShingle |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail Araújo, Adriana Brand experience Brand love Word-of-mouth Food retail |
title_short |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
title_full |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
title_fullStr |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
title_full_unstemmed |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
title_sort |
Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
author |
Araújo, Adriana |
author_facet |
Araújo, Adriana Turčínkova,Jana Araújo, Ana Magano, José |
author_role |
author |
author2 |
Turčínkova,Jana Araújo, Ana Magano, José |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Araújo, Adriana Turčínkova,Jana Araújo, Ana Magano, José |
dc.subject.por.fl_str_mv |
Brand experience Brand love Word-of-mouth Food retail |
topic |
Brand experience Brand love Word-of-mouth Food retail |
description |
Brand love is associated with consumer behavior that affects organizational performance. This article examines the relationship between brand experience and brand love and between brand love and positive word-of-mouth among Portuguese consumers in the context of the international food retail chain LIDL. Specifically, it analyzes how brand experience contributes to consumers' love for the LIDL brand and how this affects positive word-of-mouth. First, a narrative review of the literature on brand experience, brand love, and positive word-of-mouth is presented, followed by a quantitative study based on a sample of 1,049 Portuguese LIDL customers. Data were processed using descriptive and inferential statistics, including correlations, structural equation modeling and tests of differences. The results show significant positive associations between brand experience and brand love, and positive word-of-mouth, as well as significant differences in gender, generation, and occupational groups. However, the mediating role of brand love between brand experience and word-of-mouth is not significant. With a view to boosting positive word-of-mouth, marketers should manage the experience consumers have in-store and enhance both hedonic and utilitarian values |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-01T00:00:00Z 2023-12 2024-03-21T16:10:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/11144/6840 |
url |
http://hdl.handle.net/11144/6840 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2184-898X https://doi.org/10.26619/ERBE-2023.3.1.2 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
CICEE. Universidade Autónoma de Lisboa |
publisher.none.fl_str_mv |
CICEE. Universidade Autónoma de Lisboa |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
mluisa.alvim@gmail.com |
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1817546630569656320 |