Skip to main content
SpringerLink
Log in

The Role of Sociodemographic Characteristics on the Journey from Brand Experience to Brand Love and Loyalty—Porto

  • Conference paper
  • First Online:
Advances in Tourism, Technology and Systems (ICOTTS 2023)

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 384))

Included in the following conference series:

Abstract

Development of an emotional attachment to the brand is a key issue in brand management, making constructs such as brand experience, brand satisfaction, brand love, and brand loyalty one of the most addressed topics in marketing research, specifically, the destinations brands, such as of city of Porto. Within this debate, special attention is given to sociodemographic characteristics and the role they have within this journey. Namely we address the impact of gender, age, educational qualifications, marital status, and residence on brand experience, brand satisfaction, brand love, and brand loyalty. Our findings indicate that these characteristics do play the role. Positive brand experience-affecting factors include being female relative to male, being older (the higher the impact), and being a tourist relative to not being a tourist. Non-tourists (those who reside in Portugal or Porto) have an advantage over tourists in terms of brand loyalty and customer satisfaction. Age and gender have also shown importance. Marriage status and level of education were important components of brand loyalty. Gender had no effect on brand love, but age (which rises with maturity), education level (which rises with credentials), and marital status (being married or widowed) all had favorable impacts.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Ahuvia, A., Izberk-Bilgin, E., Lee, K.: Towards a theory of brand love in services: the power of identity and social relationships. J. Serv. Manag. 33(3), 453–464 (2022)

    Article  Google Scholar 

  2. Aires, E.: Porto. Manual de identidade (2017). https://www.cm-porto.pt/files/uploads/cms/cmp/7/files/21/01-manual-14-digital-2017.pdf. Last Accessed 30 Aug 2023

  3. Algesheimer, R., Dholakia, U.M., Herrmann, A.: The social influence of brand community: evidence from European car clubs. J. Mark. 69(3), 19–34 (2005)

    Article  Google Scholar 

  4. Alloza, A.: Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corp. Reput. Rev. 11, 371–379 (2008)

    Article  Google Scholar 

  5. Amaro, S., Barroco, C., Antunes, J.: Exploring the antecedents and outcomes of destination brand love. J. Prod. Brand Managem. 30(3), 433–448 (2020)

    Article  Google Scholar 

  6. Ambler, T., Bhattacharya, C.B., Edell, J., Keller, K.L., Lemon, K.N., Mittal, V.: Relating brand and customer perspectives on marketing management. J. Serv. Res. 5(1), 13–25 (2002)

    Article  Google Scholar 

  7. Bagaric, L., Dvorski, K.: Factors of destination management and their influence on the brand of Kvarner destination. In: Economic and Social Development: Book of Proceedings, vol. 882 (2013)

    Google Scholar 

  8. Bagozzi, R.P., Batra, R., Ahuvia, A.: Brand love: development and validation of a practical scale. Mark. Lett. 28, 1–14 (2017)

    Article  Google Scholar 

  9. Bairrada, C.M., Coelho, A., Lizanets, V.: The impact of brand personality on consumer behavior: the role of brand love. J. Fash. Mark. Manag. 23(1), 30–47 (2019). https://doi.org/10.1108/JFMM-07-2018-0091

    Article  Google Scholar 

  10. Batra, R., Ahuvia, A., Bagozzi, R.P.: Brand love. J. Mark. 76(2), 1–16 (2012)

    Article  Google Scholar 

  11. Bennett, R., Rundel-Thiele, S.: The brand loyalty life cycle: implications for marketers. J. Brand Manag. 12, 250–263 (2005)

    Article  Google Scholar 

  12. Brakus, J.J., Schmitt, B.H., Zarantonello, L.: Brand experience: what is it? How is it measured? Does it affect loyalty? J. Mark. 73(3), 52–68 (2009)

    Article  Google Scholar 

  13. Chaudhuri, A., Holbrook, M.B.: The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. J. Mark. 65(2), 81–93 (2001)

    Article  Google Scholar 

  14. Christino, J., Silva, T., Moura, L.R., Fonseca, L.H.: Antecedents and consequents of brand love in the smartphone market: an extended study of the impact of switching cost. J. Promot. Managem. 26(3), 301–321 (2019). https://doi.org/10.1080/10496491.2019.1699630

  15. Devaraj, S., Matta, K.F., Conlon, E.: Product and service quality: the antecedents of customer loyalty in the automotive industry. Prod. Oper. Manag. 10(4), 424–439 (2001)

    Article  Google Scholar 

  16. Ganesan, S.: Determinants of long-term orientation in buyer-seller relationships. J. Mark. 58(2), 1–19 (1994)

    Article  MathSciNet  Google Scholar 

  17. Garbarino, E., Johnson, M.S.: The different roles of satisfaction, trust, and commitment in customer relationships. J. Mark. 63(2), 70–87 (1999)

    Article  Google Scholar 

  18. Ghorbanzadeh, D., Rahehagh, A.: Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Managem. J 15(1), 16–38 (2021)

    Article  Google Scholar 

  19. Gómez, M.C.O., Pérez, W.G.: Effects of Brand love and brand equity on repurchase intentions of young consumers. Int. Rev. Managem. Market. Econ. J. 8(4), 7–13 (2018)

    Google Scholar 

  20. Gumparthi, V.P., Patra, S.: The phenomenon of brand love: a systematic literature review. J. Relationship Market. 19(2), 93–132 (2020)

    Article  Google Scholar 

  21. Hanna, S., Rowley, J., Keegan, B.: Place and destination branding: a review and conceptual mapping of the domain. Eur. Manag. Rev. 18(2), 105–117 (2021)

    Article  Google Scholar 

  22. Huaman-Ramirez, R., Merunka, D.: Brand experience effects on brand attachment: the role of brand trust, age, and income. Eur. Bus. Rev. 31(5), 610–645 (2019)

    Article  Google Scholar 

  23. Jamal, A., Goode, M.M.: Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction. Mark. Intell. Plan. 19(7), 482–492 (2001)

    Article  Google Scholar 

  24. Joshi, R., Garg, P.: Role of brand experience in shaping brand love. Int. J. Consum. Stud. 45(2), 259–272 (2021)

    Article  Google Scholar 

  25. Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., Kaur, P.: What drives brand love for natural products? The moderating role of household size. J. Retail. Consum. Serv. 58, 102329 (2021)

    Article  Google Scholar 

  26. Loureiro, S.M.C., Ruediger, K.H., Demetris, V.: Brand emotional connection and loyalty. J. Brand Managem. 20(1), 13–27 (2012). https://doi.org/10.1057/bm.2012.3

  27. Martensen, A., Grønholdt, L.: Understanding and modelling brand equity. Asian J. Quality 4(2), 73–100 (2003)

    Article  Google Scholar 

  28. Mishra, S., Prasad, S.: Exploring linkages between socio-demographic factors and customer loyalty in India. Managem. Market. 9(1) (2014)

    Google Scholar 

  29. Morrison, S., Crane, F.G.: Building the service brand by creating and managing an emotional brand experience. J. Brand Manag. 14, 410–421 (2007)

    Article  Google Scholar 

  30. Morrison, D.G.: Interpurchase time and brand loyalty. J. Mark. Res. 3(3), 289–291 (1966)

    Article  Google Scholar 

  31. Moutinho, L.: Trends in tourism. In: Strategic Management in Tourism, pp. 3–16. (2000)

    Google Scholar 

  32. Rahman, R., Langner, T., Temme, D.: Brand love: conceptual and empirical investigation of a holistic causal model. J. Brand Manag. 28, 609–642 (2021)

    Article  Google Scholar 

  33. Sadeque, S., Swapan, M.S.H., Roy, S.K., Ashikuzzaman, M.: City brand love: modelling and resident heterogeneity analysis. J. Prod. Brand Managem. 31(2), 322–337 (2022). https://doi.org/10.1108/JPBM-05-2020-2899

    Article  Google Scholar 

  34. Torres, P., Augusto, M., Neves, C.: Value dimensions of gamification and their influence on brand loyalty and word-of-mouth: relationships and combinations with satisfaction and brand love. Psychol. Mark. 39(1), 59–75 (2022)

    Google Scholar 

  35. Verma, P.: The effect of brand engagement and brand love upon overall brand equity and purchase intention: a moderated–mediated model. J. Promot. Manag.Manag. 27(1), 103–132 (2021). https://doi.org/10.1080/10496491.2020.1809591

    Article  MathSciNet  Google Scholar 

  36. Vidal, D.: Deambulando no Porto: notas introdutórias para uma sociologia do quotidiano. Revista Café com Sociologia 5(1), 7–10 (2017). https://bdigital.ufp.pt/bitstream/10284/7654/1/1012-3884-1-PB.pdf. Last Accessed 30 Aug 2023

Download references

Acknowledgments

The authors are grateful to the Foundation for Science and Technology (FCT, Portugal) for financial support by national funds FCT/MCTES to UNIAG (UIDB/04752/2020 and UIDP/04752/2020).

Author information

Authors and Affiliations

  1. ISAG—European Business School, Porto, Portugal

    Bárbara Santos, Margarida Carvalho, Paula Emer, Ana Pinto Borges, Bruno Vieira & Elvira Vieira

  2. Research Centre in Business Sciences and Tourism (CICET—FCVC), Porto, Portugal

    Bárbara Santos, Margarida Carvalho, Paula Emer, Ana Pinto Borges, Bruno Vieira & Elvira Vieira

  3. Research Centre in Organizations, Markets and Industrial Management (COMEGI), Porto, Portugal

    Ana Pinto Borges

  4. Faculty of Economics and CEF.UP, University of Porto, Porto, Portugal

    Amélia Brandão

  5. Applied Management Research Unit (UNIAG), Instituto Politécnico de Bragança, Bragança, Portugal

    Elvira Vieira

  6. IPVC—Polytechnic Institute of Viana Do Castelo, Viana do Castelo, Portugal

    Elvira Vieira

Authors
  1. Bárbara Santos
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Margarida Carvalho
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Paula Emer
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Ana Pinto Borges
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Bruno Vieira
    View author publications

    You can also search for this author in PubMed Google Scholar

  6. Amélia Brandão
    View author publications

    You can also search for this author in PubMed Google Scholar

  7. Elvira Vieira
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ana Pinto Borges .

Editor information

Editors and Affiliations

  1. Inst of Accounting and Admin of Porto, Polytechnic of Porto, São Mamede de Infesta, Portugal

    João Vidal Carvalho

  2. ISCAP Porto, S. Mamede de Infesta, Portugal

    António Abreu

  3. School of Hospitality and Tourism, Polytechnic of Porto, Vila do Conde, Portugal

    Dália Liberato

  4. Faculty of Tourism and Gastronomy, Universidad Anáhuac, Cancún Quintana Roo. C.P., Mexico

    José Angel Díaz Rebolledo

Rights and permissions

Reprints and permissions

Copyright information

© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Santos, B. et al. (2024). The Role of Sociodemographic Characteristics on the Journey from Brand Experience to Brand Love and Loyalty—Porto. In: Carvalho, J.V., Abreu, A., Liberato, D., Rebolledo, J.A.D. (eds) Advances in Tourism, Technology and Systems. ICOTTS 2023. Smart Innovation, Systems and Technologies, vol 384. Springer, Singapore. https://doi.org/10.1007/978-981-99-9758-9_30

Download citation

Publish with us

Policies and ethics

Search

Navigation