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Linking Brand Experience and Brand Love to Word-of-Mouth in Food Retail

Araújo, Adriana; Turčínkova,Jana; Araújo, Ana; Magano, José

Brand love is associated with consumer behavior that affects organizational performance. This article examines the relationship between brand experience and brand love and between brand love and positive word-of-mouth among Portuguese consumers in the context of the international food retail chain LIDL. Specifically, it analyzes how brand experience contributes to consumers' love for the LIDL brand and how this...

Date: 2023   |   Origin: Camões - Repositório Institucional da Universidade Autónoma de Lisboa
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