Brand love: the emotional bridge between tourists' perceived value and well-being. Issue 12 (1st December 2020)

• Record Type: Journal Article
• Authors: Junaid, Muhammad; Hussain, Khalid; Akram, Umair; Asghar, Muhammad Mansoor; Zafar, Samra; Hou, Fujun
• Is Part Of: Asia Pacific journal of tourism research. Volume 25:Issue 12(2020)
• Page Start: 1329
• Page End: 1342
• Publication Date: 2020-12-01
• Subjects: Brand love -- perceived value -- self-perceived mastering -- well-being -- hospitality & tourism; Tourism -- Asia -- Periodicals; Tourism -- Pacific Area -- Periodicals; 338.4791504429
• DOI: 10.1080/10941665.2020.1853577
• Languages: English
• ISSNs: 1094-1665

Abstract

ABSTRACT: Marketing science has identified brand love as an efficacious construct in the consumer–brand relationship, yet there is scarce research on how to effectuate it in tourism and hospitality sector. What can businesses gain from it beyond profitability? Using 500 tourists' responses, this study finds that quality value, emotional value, and knowledge value directly augment brand love and that brand love directly enhances well-being, while quality value, emotional value, and knowledge value indirectly enhance tourists' well-being, and tourists' self-perceived mastering negatively moderates the relationships of brand love with quality value, emotional value, and knowledge value.