Purpose

This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships.

Design/methodology/approach

Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares.

Findings

Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents.

Practical implications

Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty.

Originality/value

This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

中文翻译：

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国内还是国外的龙舌兰酒？享乐产品的品牌热爱和购买忠诚度的途径

目的

本研究旨在研究消费者品牌体验对墨西哥和美国最喜欢的龙舌兰酒品牌的品牌热爱和忠诚度的影响，同时推进营销策略以加强消费者与品牌的关系。

设计/方法/方法

分析了 906 名受访者（348 名美国和 558 名墨西哥人）的数据，以评估购买忠诚度的路径并使用偏最小二乘法测试品牌关系假设。

发现

分析显示，这两个市场的消费者表现出从龙舌兰酒体验到品牌热爱以及对他们最喜欢的龙舌兰酒品牌的态度的相似路径。相反，龙舌兰酒体验对品牌形象的影响存在显着差异。在购买忠诚度方面，龙舌兰酒体验在不同市场之间没有显着差异。与墨西哥受访者相比，对龙舌兰酒品牌的态度对美国品牌形象的影响要大得多。最后，品牌热爱对购买忠诚度的影响在受访者的两个市场之间存在显着差异。

实际影响

考虑跨市场行为品牌忠诚度的不同途径，可以制定细分策略，以增加重复购买和品牌忠诚度。结果表明，品牌形象是购买忠诚度的重要影响因素，这表明品牌经理有机会考虑实现购买忠诚度的独特途径。

原创性/价值

这项研究通过响应调查消费者-品牌关系的跨国研究的呼吁来推进文献。此外，研究设置提供了对不同国家背景下烈酒的消费者-品牌关系和消费模式的洞察，在这种情况下，产品的原产国（墨西哥）及其最大市场（美国）。