Feeling good - bodies in destination brand love

Kaisa Aro and Jaana Tähtinen

Annals of Tourism Research, 2025, vol. 114, issue C

Abstract: This study extends the conceptualization of destination brand love with a bodily dimension. Although tourism research and affective and cognitive science acknowledge that we sense the world through our bodies, the human body seldom appears in brand-love studies. This study shifts the focus from the antecedents and consequences of brand love to consumers' multidimensional brand-love relationships. We distinguish two ontological approaches to brand love by studying an outdoor destination brand. The first conceptualizes destination brand love as a four-dimensional entity of bodily, cognitive, emotional, and behavioral dimensions. The second is a processual conceptualization considering destination brand-loving as an ongoing process. The study offers two alternative and connected conceptualizations for tourism marketing scholars: destination brand love and destination brand-loving.

Keywords: Destination brand love; Brand-loving; Bodily dimension; Embodiment; Conceptualization; Processual approach (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:114:y:2025:i:c:s0160738325001045

DOI: 10.1016/j.annals.2025.103998

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