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Exploring the antecedents and outcomes of destination brand love

2020Journal article Restricted access
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dc.contributor.authorAmaro, Suzanne
dc.contributor.authorBarroco, Cristina
dc.contributor.authorAntunes, Joaquim
dc.date.accessioned2021-01-18T15:52:43Z
dc.date.available2021-01-18T15:52:43Z
dc.date.issued2020
dc.description.abstractPurpose 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationAmaro, S., Barroco, C. and Antunes, J. (2020), "Exploring the antecedents and outcomes of destination brand love", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-08-2019-2487pt_PT
dc.identifier.doi10.1108/JPBM-08-2019-2487pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.19/6545
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.subjectBrand Lovept_PT
dc.subjectDestination Imagept_PT
dc.subjectErasmus Experiencept_PT
dc.subjectRevisit Intentionpt_PT
dc.subjectRecommendationpt_PT
dc.subjectWOMpt_PT
dc.titleExploring the antecedents and outcomes of destination brand lovept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issueahead-of-printpt_PT
oaire.citation.titleJournal of Product & Brand Managementpt_PT
oaire.citation.volumeahead-of-printpt_PT
person.familyNameAmaro
person.familyNameBarroco
person.familyNameAntunes
person.givenNameSuzanne
person.givenNameCristina
person.givenNameJoaquim
person.identifier.ciencia-idE918-24FC-5C4A
person.identifier.ciencia-idF216-FEC6-B91F
person.identifier.ciencia-id5111-768D-4E43
person.identifier.orcid0000-0001-9263-6951
person.identifier.orcid0000-0003-3016-8763
person.identifier.orcid0000-0003-4782-9548
person.identifier.scopus-author-id55934788900
rcaap.rightsclosedAccesspt_PT
rcaap.typearticlept_PT
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relation.isAuthorOfPublication5f57879f-cfcf-4e49-ab89-7bb0d9049d24
relation.isAuthorOfPublication30c470ca-bc66-455c-a5bf-859ca408fa42
relation.isAuthorOfPublication.latestForDiscovery3af4cea2-a02e-46b4-8e2e-d274f9d2b3ec

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