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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
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    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. Zhang, Yiyue & Ha, Hong-Youl, 2024. "The evolution of consumer restaurant selection: Changes in restaurant and food delivery application attributes over time," Journal of Business Research, Elsevier, vol. 170(C).
    4. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    5. Desveaud, Kathleen & Mandler, Timo & Eisend, Martin, 2024. "A meta-model of customer brand loyalty and its antecedents," Journal of Business Research, Elsevier, vol. 176(C).
    6. 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.

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