IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04062790.html
   My bibliography  Save this paper

Examining the role of wine brand love on brand loyalty: A multi-country comparison

Author

Listed:
  • Judy Drennan

    (QUT - Queensland University of Technology [Brisbane])

  • Constanza Bianchi

    (Universidad Adolfo Ibáñez [Santiago])

  • Silvia Cacho-Elizondo

    (IPADE - IPADE Business School [Mexico])

  • Sandra Louriero

    (ISCTE - University Institute of Lisbon)

  • Nathalie Guibert

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • William Proud

    (QUT - Queensland University of Technology [Brisbane])

Abstract

This study develops and tests a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brand loyalty as a consequence of wine brand love. Data were collected in five wine-producing countries (Australia, Chile, France, Mexico and Portugal) with a final sample of 3462 completed surveys. Hypotheses were tested with structural equation modeling and the findings confirm the importance of brand love as both a mediator and direct influence on brand loyalty for wine consumers. Furthermore, brand satisfaction was positively and significantly related to brand love. In addition, wine experience, rather than wine knowledge, positively influenced brand trust and satisfaction. Finally, results also identify differences between countries thereby providing insights into how companies should focus their marketing strategies internationally.

Suggested Citation

  • Judy Drennan & Constanza Bianchi & Silvia Cacho-Elizondo & Sandra Louriero & Nathalie Guibert & William Proud, 2015. "Examining the role of wine brand love on brand loyalty: A multi-country comparison," Post-Print hal-04062790, HAL.
    • Handle: RePEc:hal:journl:hal-04062790
    DOI: 10.1016/j.ijhm.2015.04.012
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jacqueline Siwale & Victor Chikampa & Nelson .C. Kabanda & Lungowe Chindele & Mary.S.Lubinda, 2023. "The Relationship Between Brand Experience, Brand Satisfaction and Brand Loyalty. An Empirical Study of Imported Second Hand Vehicle Buyers In Zambia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(3), pages 44-61, March.
    2. Raquel Fernandes & Bruno Barbosa Sousa & Manuel Fonseca & José Oliveira, 2023. "Assessing the Impacts of Internal Communication: Employer Branding and Human Resources," Administrative Sciences, MDPI, vol. 13(6), pages 1-13, June.
    3. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "Examining the Effect of Brand Like and Brand Love on Brand Loyalty," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 1-51, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04062790. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.