Original Research Article
Published 2024-03-13
Keywords
- Wine experiences,
- Active participation,
- Place Identity,
- Place Satisfaction,
- Relation Quality
How to Cite
Dias, A., Sousa, B., Madeira, A. ., Santos, V., & Ramos, P. (2024). Determinants of brand love in wine experiences. Wine Economics and Policy. Retrieved from https://oaj.fupress.net/index.php/wep/article/view/13855
Copyright (c) 2024 Alvaro Dias, Bruno Sousa, Arlindo Madeira, Vasco Santos, Paulo Ramos
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
Wine tourism potentiates a multisensory experience when engaged in different wine tourism activities. It also co-creates a higher value for the regions and their producers enriching a higher wine knowledge and sensory experience. This study explores the determinants of brand love in wine experiences. Using survey data from wine cellar visitors, a structural equation modelling was performed to test the conceptual model. An Importance-performance matrix analysis was also used to obtain additional insights. Results reveal that the consumers’ place identity that plays a very important role in the development of brand love. Furthermore, although the consumer’s active participation in wine experiences does not impact brand love directly, its influences occurs through the mediating effect of the relation quality. From an interdisciplinary managerial perspective, the present study presents insights into tourism management (i.e., wine experience) and marketing (i.e., brand management and consumer behaviour).
References
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Campos, A. C., Mendes, J., do Valle, P. O., & Scott, N. (2017). Co-creating animal-based tourist experiences: Attention, involvement and memorability. Tourism management, 63, 100-114.
Carlsen, J., & Boksberger, P. (2015). Enhancing consumer value in wine tourism. Journal of Hospitality & Tourism Research, 39(1), 132-144.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89.
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Johnson, R., & Bruwer, J. (2007). Regional brand image and perceived wine quality: the consumer perspective. International Journal of Wine Business Research.
Lohmoller, J. (1989). Latent Variable Path Modelling with Partial Least Squares. Physica-Verlag, Heidelberg.
Long‐Tolbert, S. J., & Gammoh, B. S. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing.
Madeira, A., Correia, A., & Filipe, J. A. (2019). Modelling wine tourism experiences. Anatolia, 30(4), 513-529.
Marlowe, B., & Lee, S. (2018). Conceptualizing terroir wine tourism. Tourism Review International, 22(2), 143-151.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Orth, U. R., Wolf, M. M., & Dodd, T. H. (2005). Dimensions of wine region equity and their impact on consumer preferences. Journal of Product & Brand Management. 14(2), 88-97
Pine, B., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Ringle, C.M., Wende, S., & Will, A. (2015). SmartPLS3.0. Hamburg:www.smartpls.de.
Sabina del Castillo, E. J., Díaz Armas, R. J., & Gutiérrez Taño, D. (2021). An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour. Foods, 10(9), 2187.
Slack, N. (1994). The importance-performance matrix as a determinant of improvement priority. Int. J. Operations and Production Management, 14, 59–75.
Santos, V. R., Ramos, P., & Almeida, N. (2017). The relationship between involvement, destination emotions and place attachment in the Porto wine cellars. International Journal of Wine Business Research.
Santos, V. R., Ramos, P., Almeida, N., & Santos-Pavón, E. (2019). Wine and wine tourism experience: A theoretical and conceptual review. Worldwide Hospitality and Tourism Themes.
Santos, V., Dias, A., Ramos, P., Madeira, A., & Sousa, B. (2021). Mapping the wine visit experience for tourist excitement and cultural experience. Annals of Leisure Research, 1-17.
Swanson, K. (2015), Place brand love and marketing to place consumers as tourists, Journal of Place Management and Development, 8(2), 142-146.
Swanson, K. (2017), “Destination brand love: managerial implications and applications to tourism businesses”, Journal of Place Management and Development, Vol. 10 No. 1, pp. 88-97.
Swimberghe, K. R., Astakhova, M., & Wooldridge, B. R. (2014). A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665.
Thanh, T. V., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30-37.
Thomas, B., Quintal, V. A., & Phau, I. (2018). Wine tourist engagement with the winescape: Scale development and validation. Journal of Hospitality & Tourism Research, 42(5), 793-828.
Unwin, T. (2005). Wine and the vine: an historical geography of viticulture and the wine trade. Routledge.
Williams, H. A., Yuan, J., & Williams Jr, R. L. (2019). Attributes of memorable gastro-tourists’ experiences. Journal of Hospitality & Tourism Research, 43(3), 327-348.
Wold H. (1966). Estimation of principal components and related models by iterative least squares”, in P.R. Krishnaiah (Ed.) Multivariate Analysis, Academic Press, New York, 391-42.
Wu, J., Qin, Y., and Jia, F. (2018). Why do consumers hate brands? A conceptual paper of the determinants of brand hate. Business Economics, Management and Marketing 2018, 232.
Yuan, J. J., So, S. I., & Chakravarty, S. (2005). To wine or not to wine: profiling a wine enthusiast for a successful list. Journal of nutrition in recipe & menu development, 3(3-4), 62-79.
Yuan, Q., Song, H., Chen, N., & Shang, W. (2019). Roles of tourism involvement and place attachment in determining residents’ attitudes toward industrial heritage tourism in a resource-exhausted city in China. Sustainability, 11(19), 5151.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.
Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management. 30(3), 433-448. https://doi.org/10.1108/JPBM-08-2019-2487
Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love—A case study from Finnish Lapland. Tourism Management, 67, 71-81.
Bagozzi, R.P., & Yi. Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94
Barreda, A., Okumus, F., Nusair, K.K. and Bilgihan, A. (2016), “The mediating effect of virtual interactivity in travel-related online social network websites”, International Journal of Hospitality & Tourism Administration, Vol. 17 No. 2, pp. 147-178
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17(7), 504-518.
Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experiential view. International Journal of Wine Business Research.
Bruwer, J., Pratt, M. A., Saliba, A., & Hirche, M. (2017). Regional destination image perception of tourists within a winescape context. Current Issues in Tourism, 20(2), 157-177.
Campos, A. C., Mendes, J., do Valle, P. O., & Scott, N. (2017). Co-creating animal-based tourist experiences: Attention, involvement and memorability. Tourism management, 63, 100-114.
Carlsen, J., & Boksberger, P. (2015). Enhancing consumer value in wine tourism. Journal of Hospitality & Tourism Research, 39(1), 132-144.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89.
Carvalho, M., Kastenholz, E., & Carneiro, M. J. (2021). Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region. Sustainability, 13(16), 9374.
Chin, W. (2010). How to write up PLS and report PLS Analyses, in V. Esposito Vinzi et al. (eds.), Handbook of Partial Least Squares, pp. 655-690, Springer.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Loureiro, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
Falk, R. F., & Miller, N.B. (1992). A primer for soft modelling. Akron: University of Akron Press.
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41.
Fountain, J., Charters, S., & Cogan-Marie, L. (2021). The real Burgundy: negotiating wine tourism, relational place and the global countryside. Tourism Geographies, 23(5-6), 1116-1136.
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 29–50.
Fournier, S., & Mick, D. G. (1999). Rediscovering satisfaction. Journal of marketing, 63(4), 5-23.
Frost, W., Frost, J., Strickland, P., & Maguire, J. S. (2020). Seeking a competitive advantage in wine tourism: Heritage and storytelling at the cellar-door. International Journal of Hospitality Management, 87, 102460.
Gumparthi, V. P., & Patra, S. (2020). The phenomenon of brand love: a systematic literature review. Journal of Relationship Marketing, 19(2), 93-132.
Hegner, S. M., Fetscherin, M. and Marianne, van D. (2017). Determinants and outcomes of brand hate. Journal of Product and Brand Management, 26(1), 13–25.
Hair Jr, J.F., Hult, G.M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of global fashion marketing, 7(1), 45-59.
Johnson, R., & Bruwer, J. (2007). Regional brand image and perceived wine quality: the consumer perspective. International Journal of Wine Business Research.
Lohmoller, J. (1989). Latent Variable Path Modelling with Partial Least Squares. Physica-Verlag, Heidelberg.
Long‐Tolbert, S. J., & Gammoh, B. S. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing.
Madeira, A., Correia, A., & Filipe, J. A. (2019). Modelling wine tourism experiences. Anatolia, 30(4), 513-529.
Marlowe, B., & Lee, S. (2018). Conceptualizing terroir wine tourism. Tourism Review International, 22(2), 143-151.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Orth, U. R., Wolf, M. M., & Dodd, T. H. (2005). Dimensions of wine region equity and their impact on consumer preferences. Journal of Product & Brand Management. 14(2), 88-97
Pine, B., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Ringle, C.M., Wende, S., & Will, A. (2015). SmartPLS3.0. Hamburg:www.smartpls.de.
Sabina del Castillo, E. J., Díaz Armas, R. J., & Gutiérrez Taño, D. (2021). An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour. Foods, 10(9), 2187.
Slack, N. (1994). The importance-performance matrix as a determinant of improvement priority. Int. J. Operations and Production Management, 14, 59–75.
Santos, V. R., Ramos, P., & Almeida, N. (2017). The relationship between involvement, destination emotions and place attachment in the Porto wine cellars. International Journal of Wine Business Research.
Santos, V. R., Ramos, P., Almeida, N., & Santos-Pavón, E. (2019). Wine and wine tourism experience: A theoretical and conceptual review. Worldwide Hospitality and Tourism Themes.
Santos, V., Dias, A., Ramos, P., Madeira, A., & Sousa, B. (2021). Mapping the wine visit experience for tourist excitement and cultural experience. Annals of Leisure Research, 1-17.
Swanson, K. (2015), Place brand love and marketing to place consumers as tourists, Journal of Place Management and Development, 8(2), 142-146.
Swanson, K. (2017), “Destination brand love: managerial implications and applications to tourism businesses”, Journal of Place Management and Development, Vol. 10 No. 1, pp. 88-97.
Swimberghe, K. R., Astakhova, M., & Wooldridge, B. R. (2014). A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665.
Thanh, T. V., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30-37.
Thomas, B., Quintal, V. A., & Phau, I. (2018). Wine tourist engagement with the winescape: Scale development and validation. Journal of Hospitality & Tourism Research, 42(5), 793-828.
Unwin, T. (2005). Wine and the vine: an historical geography of viticulture and the wine trade. Routledge.
Williams, H. A., Yuan, J., & Williams Jr, R. L. (2019). Attributes of memorable gastro-tourists’ experiences. Journal of Hospitality & Tourism Research, 43(3), 327-348.
Wold H. (1966). Estimation of principal components and related models by iterative least squares”, in P.R. Krishnaiah (Ed.) Multivariate Analysis, Academic Press, New York, 391-42.
Wu, J., Qin, Y., and Jia, F. (2018). Why do consumers hate brands? A conceptual paper of the determinants of brand hate. Business Economics, Management and Marketing 2018, 232.
Yuan, J. J., So, S. I., & Chakravarty, S. (2005). To wine or not to wine: profiling a wine enthusiast for a successful list. Journal of nutrition in recipe & menu development, 3(3-4), 62-79.
Yuan, Q., Song, H., Chen, N., & Shang, W. (2019). Roles of tourism involvement and place attachment in determining residents’ attitudes toward industrial heritage tourism in a resource-exhausted city in China. Sustainability, 11(19), 5151.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.