Territorial brand love antecedents: the Azores brand

Territorial Marketing assumes a very important role in the affirmation of territories, not only at the level of tourism but also at the social, economic and cultural levels at various scales. Thus, the creation and consolidation of territorial brands that can communicate in a relevant and faithful way their place of origin, to give support, hope, and create empathy with the community, becomes essential. This study aims to apply the concept of love to a territorial brand and investigate its antecedents. In this sense, the objective of this work is to understand the main aspects that consumers attend when establishing love relationships with a brand, which may provide guidelines for territorial marketing professionals, so that they develop the love for the territorial brand since this relationship has lasting effects.