The aim of this study is to conceptualize brand loving in the context of destination brands. Thus, the aim is to emphasize the dynamic relationship view of brand loving instead of seeing only the emotion of love, or a set of antecedents before and consequences after brand love. The study is conducted in the context of tourists.

Theoretical framework is built from brand relationships, brand love and tourism literature by utilizing processual approach, social identity theory and bodily aspects. Data and real-life notions will lead the creation of theoretical framework.  Current literature approaches brand love mainly as a positive static entity, focusing on its antecedents and consequences, neglecting the processual relationship view as well as bodily and negative aspects.

The research approach of this doctoral research obeys abductive reasoning and utilizes qualitative data gathering and analysing methods. The data are gathered in the context of an outdoor destination brand located in Finnish Lapland with three methods: semi-structured interviews and naturally occurring data from guestbook entries and the destination brand’s Facebook site. Data is longitudinal as some of the guestbook entries span over 35 years. On-site observations and autoethnographic notes and notions are employed while analysing and interpreting the data.

Current findings show how complex and dynamic destination brand loving indeed is. The study enlightens bodily dimension of this brand relationships by bringing bodies into brand love literature side by side three other dimensions, namely emotional, cognitive and behavioral. Including also negative aspects, such as having an injury in the loved destination or feelings of jealousy when others visit the site or visit it “a wrong way”, this loving is shown to include a broad variety of processes that either strengthen, maintain or weaken the relationship. Further, it seems that loving customers tend to act responsibly towards the destination and its inhabitants - as what you love is part of you.

Practical implications of the study help destination managers to understand how to build long lasting, loving and responsible relationships with their customers.

Keywords

Brand loving, Destination brand loving, Embodiment, Relationship