Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

Cacho-Elizondo, Silvia; Dato-on, Mary Conway; Harmon-Kizer, Tracy R.

doi:10.1108/ijwbr-05-2020-0018

Cited by 5 publications

(3 citation statements)

References 59 publications

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“…The concept of brand love has been studied for over a decade in various industry contexts, including fashion (Bairrada et al, 2019; Junaid et al, 2019), technologies (Bergkvist & Bech‐Larsen, 2010; Rodrigues & Rodrigues, 2019), automobiles (Albert & Merunka, 2013; Bergkvist & Bech‐Larsen, 2010; Delgado‐Ballester et al, 2017; Islam & Rahman, 2016; Junaid et al, 2019; Palazón et al, 2019), tourism (Alnawas & Altarifi, 2016; Aro et al, 2018; Bigne et al, 2020; Rodrigues et al, 2021), wine (Cacho‐Elizondo et al, 2020) and sports (Karjaluoto et al, 2016; Zhou et al, 2020), as well as counterfeit luxury goods (Chand & Fei, 2021). This wide range supports Fetscherin et al (2014) observation that brand love is not industry specific.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Exploring masstige brands' antecedents and outcomes

Rodrigues

Sousa

Fetscherin

et al. 2022

Int J Consumer Studies

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This study focused on developing a new conceptual model of consumers' perceptions of—and behaviours towards—masstige brands based on consumer‐brand relationship and brand equity theory, which was then applied using quantitative data analysis. The research model facilitated an exploration of how important brand love, co‐creation and need for uniqueness are as masstige brand antecedents and of whether brand happiness, brand loyalty and electronic word of mouth are outcomes. The proposed model's generalisability was assessed based on consumer data on a total sample of 1041 consumers from three countries: the United States, Portugal and China. The hypotheses were tested using partial least squares‐structural equation modelling. The results show that the model is well specified, and all the hypothesised relationships between the selected constructs related to masstige brands are supported by the data. The five brands included in the questionnaire have Masstige Mean Score Scale Index values indicating that these brands fit in this classification. The findings have a wide range of theoretical and managerial implications.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Exploring masstige brands' antecedents and outcomes

Rodrigues

Sousa

Fetscherin

et al. 2022

Int J Consumer Studies

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show abstract

“…Relationship between Brand Love and Brand Loyalty. Brand love can form customer loyalty, which encourages consistent repeat purchases to only one brand (Cacho-Elizondo et al, 2021). Customers will further increase loyalty if they feel a positive emotional attachment to a brand (Le, 2021).…”

Section: Relationship Between Brand Identification Social Media Marke...mentioning

confidence: 99%

Factor Influencing Brand Loyalty In The Indonesian Food And Beverage Sector

Keni

Japiana

2022

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The purpose of this research is to determine whether brand identification, brand satisfaction, and social media marketing can predict brand loyalty of fast-food restaurants in Indonesia directly or indirectly through brand love. A total of 272 respondents who are customers of fast-food restaurants in Indonesia were successfully collected by using online questionnaire, then PLS-SEM was used to examine the data. The results implied that social media marketing, brand satisfaction, and brand love can positively and significantly predict brand loyalty. Furthermore, brand identification and brand satisfaction were able to predict brand love positively and significantly, while brand identification and brand satisfaction were able to positively and significantly predict brand loyalty through brand love. The expected contribution of this research is as a reference for firms to improve their products and formulate appropriate marketing strategies to increase customer loyalty and the excellence of restaurant business in Indonesia.

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“…Francioni et al (2022) identified country-of-origin and word-of-mouth as influencing factors for developing BL for beers. Cacho-Elizondo et al (2021) investigated the relationship between tequila brands and their purchases and concluded that a brand's image has a strong impact on purchase loyalty.…”

Section: Introductionmentioning

confidence: 99%

How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

Temesi,

Lakner,

Unger-Plasek

2023

IJWBR

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Purpose This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they influence customer purchasing behavior regarding alcohol and other beverages. This study aims to provide insights that may benefit corporate and regulatory sectors regarding brand-related customer behavior and increases/decreases in alcoholic beverage purchases. Design/methodology/approach This study included a sample of 501 Hungarian participants, representative of the population in many respects. The author constructed a model using partial least squares structural equation modeling with data collected from internationally validated scales. Findings The findings of this study reveal that BL or BRiC do not positively and directly influence purchase frequency in the beer, wine and pálinka categories; however, their purchase frequency is significantly and positively influenced by BS. Additionally, the degree of BS was somewhat above average for alcoholic beverages compared to nonalcoholic beverages; it was also slightly higher for beer than for wine and pálinka. Originality/value To the best of the authors’ knowledge, this is the first study to examine the three brand-related factors of customer behavior, analyze their connections and clarify their effects on alcoholic beverage purchases. BS is a relatively new factor; to the best of the authors’ knowledge, no other study to date has measured the extent of BS and its association with beverage-related customer behaviors. Future studies can compare this study’s findings on the level of BS for eight alcoholic and nonalcoholic beverages. To the best of the authors’ knowledge, this study is also the first to investigate brand-related customer behavior regarding pálinka.

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Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

Cited by 5 publications

References 59 publications

Exploring masstige brands' antecedents and outcomes

Exploring masstige brands' antecedents and outcomes

Factor Influencing Brand Loyalty In The Indonesian Food And Beverage Sector

How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

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