Falling in Love Again: Brand Love and Promotion of Tourist Destinations during the COVID-19 Pandemic

Pereira, Andreia; Frías, Claudia López; Jerónimo, Adrián

doi:10.1108/978-1-80071-070-220211014

Cited by 3 publications

(4 citation statements)

References 43 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…During the pandemic, we have also witnessed that interpersonal relationships are hurt and love relationships are damaged (Balzarini et al, 2020). As a marketing concept, brand love is inspired by interpersonal love (Batra et al, 2012), and this study's findings showed that brand love can also be negatively influenced by the pandemic, which is contrary to some previous insights from tourism or ecommerce (Ding, Tu, Xu & Park, 2022;Pereira, Frias & Jerónimo, 2021). It should be noted that even when consumers' love toward brands does not change, as our second study implied, they may expect signals about hygiene from their preferred or loved brands during tough times.…”

Section: General Discussion and Implicationscontrasting

confidence: 85%

“…Similarly, in a threatening context like COVID-19, brands can provide psychological security to consumers against death anxiety, in turn sparking stronger brand attachment (Cai, Wang, Huang, & Jiang, 2023). Furthermore, it is found that for tourism businesses, the existence of brand love antecedents reveals the brands' ability to respond to crises like pandemics and delineates the paths that must be developed for consumers to remain passionate about places (Pereira, Frias, & Jerónimo, 2021).…”

Section: Overview Of the Current Studiesmentioning

confidence: 98%

See 1 more Smart Citation

Hygiene Anxiety and Brand Love of Consumers: Lessons From Covid-19 Pandemic

AYTAÇ,

AKIN,

ÖZAL

2023

Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

View full text Add to dashboard Cite

The current study analyzed the hygiene anxiety of consumers within the context of the COVID-19 pandemic. Hygiene anxiety means the state of being worried about the cleanliness of purchased or to-be-purchased products/services that may cause illness. It is hypothesized that the hygiene anxiety experienced by consumers with strong emotional bonds with their brands - consumers who love the brand - would not reduce their purchasing intentions. In the first study, unexpectedly, it was found that the purchase intention of consumers with higher brand love significantly decreased when their hygiene anxiety was triggered. In the second study, what can reduce the hygiene anxiety of consumers is qualitatively inquired. Direct and indirect anxiolytic efforts were discovered. Indirect efforts are the brand's hygienic image, brand trust, and country of origin. Direct efforts are categorized under a hygienic 3P (product, promotion, and place) concept inspired by the classical marketing mix (4P).

show abstract

Section: General Discussion and Implicationscontrasting

confidence: 85%

Section: Overview Of the Current Studiesmentioning

confidence: 98%

Hygiene Anxiety and Brand Love of Consumers: Lessons From Covid-19 Pandemic

AYTAÇ,

AKIN,

ÖZAL

2023

Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

View full text Add to dashboard Cite

show abstract

Section: Discussionmentioning

confidence: 99%

“…Future research in this area can look at other cognitive components such as change of brand logos and its moderating effects on the relationship of customer brand trust and brand love in uncertainty context. It would be interesting to study how relationship characteristics such as co-production (Humphreys and Grayson, 2008) and cooperation (Pereira et al, 2021) affect the link between these two constructs. As in previous research, it was found that consumers' identity construction is an important moderating and mediating variable because a loved object expresses the consumer's deeply held values, while brand love requires emotional attachment towards a brand (Batra et al, 2012;Thomson et al, 2005).…”

Section: Limitations and Suggestions For Future Studiesmentioning

confidence: 99%

A framework for transitioning brand trust to brand love

Marmat

2023

View full text Add to dashboard Cite

PurposeThis study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).Design/methodology/approachSince brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.FindingsFindings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.Research limitations/implicationsThis research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.Originality/valueThe current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

show abstract

Managing tourism and hospitality industry during pandemic: analysis of challenges and strategies for survival

Gupta,

Kushwaha,

Badhera

et al. 2024

BIJ

View full text Add to dashboard Cite

PurposeThis study aims to explore the challenges faced by the tourism and hospitality industry following the COVID-19 pandemic and to propose effective strategies for recovery and resilience of this sector.Design/methodology/approachThe study analysed the challenges encountered by the tourism and hospitality industry post-pandemic and identified key strategies for overcoming these challenges. The study utilised the modified Delphi method to finalise the challenges and employed the Best-Worst Method (BWM) to rank these challenges. Additionally, solution strategies are ranked using the Criteria Importance Through Intercriteria Correlation (CRITIC) method.FindingsThe study identified significant challenges faced by the tourism and hospitality industry, highlighting the lack of health and hygiene facilities as the foremost concern, followed by increased operational costs. Moreover, it revealed that attracting millennial travellers emerged as the top priority strategy to mitigate the impact of COVID-19 on this industry.Originality/valueThis research contributes to understanding the challenges faced by the tourism and hospitality industry in the wake of the COVID-19 pandemic. It offers valuable insights into practical strategies for recovery. The findings provide beneficial recommendations for policymakers aiming to revive and support these industries.

show abstract

Falling in Love Again: Brand Love and Promotion of Tourist Destinations during the COVID-19 Pandemic

Cited by 3 publications

References 43 publications

Hygiene Anxiety and Brand Love of Consumers: Lessons From Covid-19 Pandemic

Hygiene Anxiety and Brand Love of Consumers: Lessons From Covid-19 Pandemic

A framework for transitioning brand trust to brand love

Managing tourism and hospitality industry during pandemic: analysis of challenges and strategies for survival

Contact Info

Product

Resources

About