Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/10577
Autoria: Drennan, J.
Bianchi, C.
Cacho-Elizondo, S.
Loureiro, S. M. C.
Guibert, N.
Proud, W.
Data: 2015
Título próprio: Examining the role of wine brand love on brand loyalty: a multi-country comparison
Volume: 49
Paginação: 47 - 55
ISSN: 0278-4319
DOI (Digital Object Identifier): 10.1016/j.ijhm.2015.04.012
Palavras-chave: Wine
Brand love
Brand loyalty
Brand satisfaction
Brand trust
Wine experience
Wine knowledge
Resumo: This study develops and tests a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brand loyalty as a consequence of wine brand love. Data were collected in five wine-producing countries (Australia, Chile, France, Mexico and Portugal) with a final sample of 3462 completed surveys. Hypotheses were tested with structural equation modeling and the findings confirm the importance of brand love as both a mediator and direct influence on brand loyalty for wine consumers. Furthermore, brand satisfaction was positively and significantly related to brand love. In addition, wine experience, rather than wine knowledge, positively influenced brand trust and satisfaction. Finally, results also identify differences between countries thereby providing insights into how companies should focus their marketing strategies internationally.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

Ficheiros deste registo:
Ficheiro Descrição TamanhoFormato 
Examining the role of wine.pdfPós-print461,73 kBAdobe PDFVer/Abrir


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis Logotipo do Orcid 

Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.