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The current research aims to examine (1) the influence of psychological ownership on fostering commitment, (2) the influence of commitment in predicting repatronage intentions, and (3) the effect of quality of alternatives on the relationship between commitment and repatronage intentions in the context of wine tourism. Data collected from 574 Spanish and Portuguese wine tourists were analysed using a partial least squares method. Findings show that investment of self and intimate knowledge positively and directly affects psychological ownership and indirectly affects commitment towards the winery. The quality of alternatives was found to moderate and weaken the relationship between commitment and repatronage intentions. Winery managers are advised to develop emotional commitment with tourists and continuously monitor competitive services. [ABSTRACT FROM AUTHOR]

Museums are more than a place to preserve collections of pieces. They offer serious leisure activities that can be incremented by using virtual reality tools. Thus, this study aims to analyse (i) the effect of virtual atmospheric cues on serious leisure in a virtual museum environment, and (ii) the impact of serious leisure on the desire to visit the physical museum. Results demonstrated that virtual atmospheric cues exercise a significant effect on the perception of vividness and presence. Both vividness and presence influence serious leisure and this, in turn, affects serious leisure in a virtual museum environment. [ABSTRACT FROM AUTHOR]

This study aims to explore the moderator role of popular and iconic coolness dimensions on the relationship between hedonic versus utilitarian beauty product brands and high-status perceptions, using internet memes as stimuli. An experimental study was conducted to analyse whether two dimensions of brand coolness (popular and iconic) moderate the relationship between type of internet meme (utilitarian versus hedonic) and high-status. After conducting a pre-test, two internet memes were created for each condition, utilitarian and hedonic. In total, 428 completely answers were collected from an online MTurk panel, and the hypotheses were tested using moderation analysis. The results indicate that (i) hedonic brands are perceived as being high-status in the presence of both moderators (iconic and popular); (ii) utilitarian brands can be associated with high-status perceptions, if moderated by the popular dimension. Findings demonstrate that the popularity of the brand plays an important role in consumers perceptions. This study contributes to the marketing literature by analysing the relationship between three core dimensions of brand coolness, namely, iconic, popular, and high-status, regarding brands associated with hedonics and utilitarian products. [ABSTRACT FROM AUTHOR]