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

Abstract

Keywords:Wine Brand love Brand loyalty Brand satisfaction Brand trust Wine experience Wine knowledge a b s t r a c t 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.

Brand love and positive word of mouth: the moderating effects of experience and price

“…The findings support our expectations that a brand's self-expressiveness, and the trust and hedonic value of the brand, all positively affect brand love. This contributes to the prior research, which has provided only limited evidence so far about the compound effect of these factors on brand love (Albert and Merunka, 2013;Drennan et al, 2015). In this respect, our findings are in line with the extant literature (Fetscherin, 2014;Huber et al, 2015;Kudeshia et al, 2016;Lastovicka and Sirianni, 2011;Vernuccio et al, 2015;Wallace et al, 2014).…”

“…It arises as a result of a consumer's overall satisfaction with a particular brand (Delgado-Ballester and Munuera-Alemán, 2001). To conclude, brand trust comprises the past and future experiences of the brand, and thus, is an antecedent of brand love (Albert and Merunka, 2013;Drennan et al, 2015). Therefore, our second hypothesis is that:…”

“…The effect of self-expressiveness, brand trust, and hedonic value on brand love have been shown in prior studies (e.g. Albert and Merunka, 2013;Drennan et al, 2015;Huber et al, 2015); however, none of these studies have examined the compound effect of these constructs on brand love.…”

“…It is considered a driver of consumers' emotional attachment to a brand (see Chauduri and Holbrook, 2001;Langner et al, 2015). Hence, strong trust in a brand leads to positive outcomes such as positive attitudes, stronger commitment and loyalty (Knox et al, 1993), and is a focal factor contributing to brand love (Albert et al, 2008;Drennan et al, 2015). It arises as a result of a consumer's overall satisfaction with a particular brand (Delgado-Ballester and Munuera-Alemán, 2001).…”

The Relative Contribution of Brand Love and Country Image towards the Formation of Brand Equity

“…For example, brand love may be influenced by brand characteristics such as brand trust, brand identification, (Albert and Merunka, 2013), and may influence other brand-related concepts such as consumer loyalty toward a particular brand, word-of-mouth and etc. (Carroll and Ahuvia, 2006;Batra et al, 2012;Drennan et al, 2015;Chen and Quester, 2015;Anggraeni and Rchmanita, 2015). This study analyzed separately the effect of brand love on the attitudinal and behavioral construct of brand loyalty.…”