Marketing science has identified brand love as an efficacious construct in the consumer–brand relationship, yet there is scarce research on how to effectuate it in tourism and hospitality sector. What can businesses gain from it beyond profitability? Using 500 tourists’ responses, this study finds that quality value, emotional value, and knowledge value directly augment brand love and that brand love directly enhances well-being, while quality value, emotional value, and knowledge value indirectly enhance tourists’ well-being, and tourists’ self-perceived mastering negatively moderates the relationships of brand love with quality value, emotional value, and knowledge value.
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