Brand loyalty and electronic word-of-mouth antecedents: the moderating effects of experiences.
[EN] Purpose - This paper aims to analyse brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (i) utilitarian and hedonic benefits (ii) brand satisfaction and (iii) brand love. It also provides valuable knowledge through the comparison between positive and negative restaura...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2024 |
| País: | España |
| Institución: | Universidad de León |
| Repositorio: | BULERIA. Repositorio Institucional de la Universidad de León |
| OAI Identifier: | oai:buleria.unileon.es:10612/22630 |
| Acceso en línea: | https://www.emerald.com/insight/content/doi/10.1108/BFJ-10-2023-0877/full/html https://hdl.handle.net/10612/22630 |
| Access Level: | acceso abierto |
| Palabra clave: | Comercio Economía Marketing Benefits Brand satisfaction Brand love Brand loyalty eWOM |
| Sumario: | [EN] Purpose - This paper aims to analyse brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (i) utilitarian and hedonic benefits (ii) brand satisfaction and (iii) brand love. It also provides valuable knowledge through the comparison between positive and negative restaurant experiences. Design/methodology/approach – A survey was carried out of restaurant satisfied and dissatisfied consumers. Structural equation modelling (SEM) and multi-group analysis were performed to examine the cause-and-effect relationship in both groups. Findings – The results show the relevance of benefits, brand satisfaction and brand love as causes for brand loyalty and e-WOM. Also, the relationships are significantly stronger for dissatisfied consumers than for satisfied ones. Originality/value - The outcome of the research provides new insights to develop a conceptual S-O-R model of consumers’ restaurant behavior by drawing comparisons across satisfied and dissatisfied ones. |
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