Uma Revisão Sistemática do Brand Love nas pesquisas em Turismo
Palavras-chave:
Brand love, Revisão sistemática, Pesquisas em turismo, turismoResumo
Este estudo tem por objetivo realizar uma revisão sistemática da produção científica envolvendo brand love nas pesquisas em turismo. Trata-se de uma pesquisa descritiva de abordagem qualitativa. Para tanto, buscou-se artigos nas bases de dados Scopus e Web of Science a partir dos termos ‘brand love’ and ‘tourism’, entre 2015 e 2021, resultando em uma amostra final de 21 estudos. Para análise das publicações, que foi feita com base em três categorias analíticas, recorreu-se ao software Iramuteq, no qual foram realizadas a Classificação Hierárquica Descendente (CHD), a Análise Fatorial de Correspondência (AFC) e a nuvem de palavras. Os resultados permitiram extrair cinco clusters: (1) destinos turísticos; (2) empreendimentos hoteleiros; (3) cultura; (4) papel do residente; e (5) consumo turístico. Também foi possível elencar recomendações para pesquisas futuras a partir dos estudos avaliados. Esta pesquisa fornece subsídios informacionais acerca da produção científica sobre brand love no turismo/hospitalidade. Os pesquisadores da área poderão usufruir de um panorama dos estudos nesta seara, a fim de dar continuidade ao desenvolvimento do construto no cenário turístico, uma vez que este tópico ainda é recente nas investigações em turismo.
Referências
Ahuvia, A. C. (2005). Beyond the extended self: loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184. Link
Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075. Link
Albert, N., & Merunka, D. (2013). The role of Brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266. Link
Alnawas, I., & Altarifi, S. (2015). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 111-128. Link
Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management, 30(3), 433-448. Link
Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love. A case study from Finnish Lapland. Tourism Management, 67, 71-81. Link
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47. Link
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. Link
Bigne, E., Andreu, L., Perez, C., & Ruiz, C. (2019). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), 1613-1630. Link
Carroll, B. A., & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. Link
Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154-165. Link
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: a multi-country comparison. International Journal of Hospitality Management, 49, 47-55. Link
Fernandes, T., & Inverneiro, I. (2021). From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media? Journal of Product & Brand Management, 30(2), 320-334. Link
Filieri, R., Yen, D. A., & Yu, Q. (2021). # ILoveLondon: an exploration of the declaration of love towards a destination on Instagram. Tourism Management, 85, 104291. Link
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934. Link
Junaid, M., Hussain, K., Asghar, M. M., Javed, M., & Hou, F. (2020a). An investigation of the diners’ brand love in the value co-creation process. Journal of Hospitality and Tourism Management, 45, 172-181. Link
Junaid, M., Hussain, K., Akram, U., Asghar, M. M., Zafar, S., & Hou, F. (2020b). Brand love: the emotional bridge between tourists’ perceived value and well-being. Asia Pacific Journal of Tourism Research, 25(12), 1329-1342. Link
Kennedy, E., & Guzmán, F. (2021). No matter what you do I still love you: an examination of consumer reaction to brand transgressions. Journal of Product & Brand Management, 30(4), 594-608. Link
Khan, A., Mohammad, A. S., & Muhammad, S. (2020). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), 1492-1520. Link
Lans, W., & van der Voordt, D. J. M. (2002). Descriptive research. In T. M. de Jong, & D. J. M. van der Voordt (Eds.), Ways to study and research urban, architectural and technical design (pp. 53-60). DUP Science. Link
Martin, J. A., & Eisenhardt, K. M. (2010). Rewiring: Cross-business-unit collaborations in multibusiness organizations. Academy of Management Journal, 53(2), 265-301. Link
Mazieri, M. R., Quoniam, L. M., Reymond, D., & Cunha, K. C. T. (2022). Uso do iramuteq para análise de conteúdo baseada em classificação hierarquica descendente e análise fatorial de correspondência. ReMark-Revista Brasileira de Marketing, 21(5), 1978-2048. Link
Mody, M., & Hanks, L. (2019). Consumption authenticity in the accommodations industry: the keys to brand love and brand loyalty for hotels and Airbnb. Journal of Travel Research, 59(1), 173-189. Link
Quevedo-Silva, F., Santos, E. B. A., Brandão, M. M., & Vils, L. (2016). Estudo bibliométrico: orientações sobre sua aplicação. Revista Brasileira de Marketing, 15(2), 246-262.
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97-113. Link
Sadeque, S., Swapan, M. S. H., Roy, S. K., & Ashikuzzaman, M. D. (2021). City brand love: modelling and resident heterogeneity analysis. Journal of Product & Brand Management, 31(2), 322-337. Link
Seyyedamiri, N., Pour, A. H., Zaeri, E., & Nazarian, A. (2021). Understanding destination brand love using machine learning and content analysis method. Current Issues in Tourism, 1-16. Link
Shen, Y., Huang, S., Choi, H. S. C., & Morrison, A. M. (2021). Does brand love matter to casual restaurants? A multi-group path analysis. Journal of Hospitality Marketing & Management, 30(5), 630-654. Link
Shin, M., & Back, K. J. (2019). Effect of cognitive engagement on the development of brand love in a hotel context. Journal of Hospitality & Tourism Research, 44(2), 328-350. Link
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59. Link
Swanson, K. (2017). Destination brand love: managerial implications and applications to tourism businesses. Journal of Place Management and Development, 10(1), 88-97. Link
Swedberg, R. (2020). Exploratory research. The Production of Knowledge: Enhancing progress in social science, 17-41.
Talkwalker. (2022). Love Brands 2022. The love brands consumers can't live without in 2022. Link
Trivedi, J., & Sama, R. (2020). Determinants of consumer loyalty towards celebrity‐owned restaurants: the mediating role of brand love. Journal of Consumer Behaviour, 20(3), 748-761. Link
Wallace, E., Buil, I., & Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42. Link
Wang, Y. C., Qu, H., & Yang, J. (2019). The formation of sub-brand love and corporate brand love in hotel brand portfolios. International Journal of Hospitality Management, 77, 375-384. Link
Zhang, H., Xu, H., & Gursoy, D. (2020). The effect of celebrity endorsement on destination brand love: a comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17, 100454. Link
Zhang, Y., Zhang, J., & Sakulsinlapakorn, K. (2020). Love becomes hate? Or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure. Journal of Product & Brand Management, 30(3), 415-432. Link
