Utilize este identificador para referenciar este registo:
http://hdl.handle.net/11144/6840
Título: | Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail |
Autor: | Araújo, Adriana Turčínkova,Jana Araújo, Ana Magano, José |
Palavras-chave: | Brand experience Brand love Word-of-mouth Food retail |
Data: | Dez-2023 |
Editora: | CICEE. Universidade Autónoma de Lisboa |
Resumo: | Brand love is associated with consumer behavior that affects organizational performance. This article examines the relationship between brand experience and brand love and between brand love and positive word-of-mouth among Portuguese consumers in the context of the international food retail chain LIDL. Specifically, it analyzes how brand experience contributes to consumers' love for the LIDL brand and how this affects positive word-of-mouth. First, a narrative review of the literature on brand experience, brand love, and positive word-of-mouth is presented, followed by a quantitative study based on a sample of 1,049 Portuguese LIDL customers. Data were processed using descriptive and inferential statistics, including correlations, structural equation modeling and tests of differences. The results show significant positive associations between brand experience and brand love, and positive word-of-mouth, as well as significant differences in gender, generation, and occupational groups. However, the mediating role of brand love between brand experience and word-of-mouth is not significant. With a view to boosting positive word-of-mouth, marketers should manage the experience consumers have in-store and enhance both hedonic and utilitarian values |
Revisão por Pares: | yes |
URI: | http://hdl.handle.net/11144/6840 |
metadata.dc.identifier.doi: | https://doi.org/10.26619/ERBE-2023.3.1.2 |
ISSN: | 2184-898X |
Aparece nas colecções: | ERBE - European Review of Business Economics. Vol.3, nº1(2023) |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
---|---|---|---|---|
ERBE03102-Linking-Brand-Experience-and-Brand-Love-to-Word-of-Mouth-in-Food-Retail.pdf | 1,14 MB | Adobe PDF | Ver/Abrir |
Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.