Vol. 13 No. 1 (2024)
Original Research Article

Determinants of brand love in wine experiences

Alvaro Dias
Business Research Unit and ISCTE—Instituto Universitário de Lisboa, Av. das Forças Armadas, 1649-026 Lisbon
Bruno Sousa
IPCA-Polytechnic Institute of Cávado and Ave, Barcelos, Portugal and CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria
Vasco Santos
GOVCOPP of Aveiro University, 3810-193 Aveiro, ISLA Santarém, 2000-241 Santarém Portugal and CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria
Paulo Ramos
CBQF School of Biotechnology of the Portuguese Catholic University, and COMEGI of Universidade Lusíada do Porto, 4100-346, Porto
Arlindo Madeira
CETRAD- Centre for Trandisciplinary Studies, University of Trás-os-Montes and Alto Douro, Quinta dos Prados, 5000-801 Vila Real, Portugal; ESCAD- High School of Administration Sciences of IPLUSO - Polytechnic Institite of Lusofonia, Campo Grande 400, 1700-098 Lisbon, Portugal; Tourism and Hospitality school, Europeia University, Quinta do Bom Nome, Estrada da Correia 53, 1500-210 Lisbon

Published 2024-03-13


  • active participation,
  • place identity,
  • place satisfaction,
  • relation quality,
  • wine tourism

How to Cite

Dias, A., Sousa, B., Santos, V., Ramos, P., & Madeira, A. (2024). Determinants of brand love in wine experiences. Wine Economics and Policy, 13(1), 3–15. https://doi.org/10.36253/wep-13855


Wine tourism provides a multisensory experience through various wine tourism activities. It also adds value to the regions and their producers by enhancing the wine knowledge and sensory experience of the visitors. This study explores the determinants of brand love in wine tourism. Using survey data from wine tourists in Portugal, a structural equation modelling was performed to test the conceptual model. An Importance-performance matrix analysis was also used to obtain additional insights. The results show that the wine tourism enhances brand love. This implies that emotions (i.e., a sense of belonging) towards the overall location is associated with the satisfaction and the quality perception that the winery exhibits. Furthermore, although the consumer’s active participation in wine tourism does not impact brand love directly, its influences occur through the mediating effect of the relation quality. From an interdisciplinary managerial perspective, the present study provides insights into tourism management (i.e., wine tourism) and marketing (i.e., brand management and consumer behaviour).


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