Abstract (150 Words)
Brand loyalty requires close emotional bonds between consumers and brands. Few attempts have addressed the significance of destination brand love’s sub-dimensions in constituting destination brand loyalty. Considering that first-time and repeat visitors behave differently, this study investigated the impacts of destination brand love’s sub-dimensions on destination brand loyalty (cognitive, attitudinal, conative, and behavioral loyalty) among first-time and repeat visitors. Consistent with Batra et al. (2012), destination brand love contains six sub-dimensions: self-brand integration, passion-driven behaviors, long-term relationship, positive emotional connection, attitude valence, and attitude strength. We define destination brand love as the degree of intense affection a tourist holds for a particular branded destination (Carroll & Ahuvia, 2006). Based on survey data from over 500 visitors at Shanghai Disney Resort, we found that first-time visitors’long-term relationship with branded destinations was insignificant in predicting destination brand loyalty. Repeat visitors’ attitude valence and attitude strength are significant contributors to destination brand loyalty.
Sub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty: A Study of First-timers and Repeat Visitors
Brand loyalty requires close emotional bonds between consumers and brands. Few attempts have addressed the significance of destination brand love’s sub-dimensions in constituting destination brand loyalty. Considering that first-time and repeat visitors behave differently, this study investigated the impacts of destination brand love’s sub-dimensions on destination brand loyalty (cognitive, attitudinal, conative, and behavioral loyalty) among first-time and repeat visitors. Consistent with Batra et al. (2012), destination brand love contains six sub-dimensions: self-brand integration, passion-driven behaviors, long-term relationship, positive emotional connection, attitude valence, and attitude strength. We define destination brand love as the degree of intense affection a tourist holds for a particular branded destination (Carroll & Ahuvia, 2006). Based on survey data from over 500 visitors at Shanghai Disney Resort, we found that first-time visitors’long-term relationship with branded destinations was insignificant in predicting destination brand loyalty. Repeat visitors’ attitude valence and attitude strength are significant contributors to destination brand loyalty.