Article2020

Exploring the antecedents and outcomes of destination brand love

Suzanne Amaro · Cristina Barroco · Joaquim Antunes

106 citations0/0 files storedJournal of Product & Brand Management

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Diverse Aspects of Tourism Research Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This study aims to apply the concept of brand love to a destination and investigate its antecedents and consequences. It also explores the moderating effects of time elapsed since the establishment of the destination brand love relationship on the outcomes of destination brand love. Design/methodology/approach A total of 5,511 valid responses were obtained from an online survey distributed among former international students from the Erasmus program of the European Union. Partial least squares structural equation modeling was conducted to assess the hypotheses. Findings Destination brand love was found to have a significant impact on electronic word of mouth (eWOM), WOM, WOM intensity, recommendation and revisit intention. Moderation analysis revealed that the amount of time elapsed since the establishment of the destination brand love relationship did not affect these outcomes. Moreover, destination image and the Erasmus experience had a positive effect on destination brand love. Practical implications Destination marketers should focus on enhancing the Erasmus experience and on improving destination image perception, as these factors help develop destination brand love. Marketers should also be aware that this relationship has long-lasting effects. Originality/value This study adds to the sparse literature on brand love in relation to a destination. This gives the first results for the importance of Erasmus students to the promotion of a host country. It also contributes to the question of how long the brand love relationship can last.

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References

2011PLS-SEM: Indeed a Silver Bullet 2009\nThe use of partial least squares path modeling in international marketing 2011An assessment of the use of partial least squares structural equation modeling in marketing research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2016Using PLS path modeling in new technology research: updated guidelines 1998Issues and opinion on structural equation modeling 2017An updated and expanded assessment of PLS-SEM in information systems research 2016Testing measurement invariance of composites using partial least squares

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