Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail

Detalhes bibliográficos
Autor(a) principal: Araújo, Adriana
Data de Publicação: 2023
Outros Autores: Turčínkova,Jana, Araújo, Ana, Magano, José
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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spelling 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
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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
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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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