<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2182-8458</journal-id>
<journal-title><![CDATA[Tourism & Management Studies]]></journal-title>
<abbrev-journal-title><![CDATA[TMStudies]]></abbrev-journal-title>
<issn>2182-8458</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2182-84582024000400047</article-id>
<article-id pub-id-type="doi">10.18089/tms.20240404</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Affinity in Adversity: Examining Brand Love and Online Customer Engagement in the Restaurant Industry]]></article-title>
<article-title xml:lang="pt"><![CDATA[Afinidade na Adversidade: Examinando o Amor à Marca e o Envolvimento Online do Cliente na Indústria de Restaurantes]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barbosa]]></surname>
<given-names><![CDATA[José William de Queiroz]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dias]]></surname>
<given-names><![CDATA[Maria Carolina Cavalcante]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ferreira]]></surname>
<given-names><![CDATA[Lissa Valéria Fernandes]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Federal University of Rio Grande do Norte  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of São Paulo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>20</volume>
<numero>4</numero>
<fpage>47</fpage>
<lpage>62</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2182-84582024000400047&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2182-84582024000400047&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2182-84582024000400047&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Previous studies have investigated brand love in restaurants but have not considered the dynamics of online reviews about restaurant brands. To fill this gap, this study aims to understand how consumers with a high level of love towards restaurant brands defend them in the face of negative reviews on social media. This research, carried out in a Brazilian context, adopts a qualitative approach, analysing 3,979 customer reviews sourced from Instagram through sentiment and categorical content analysis. From the dimensions of brand love, the results showed that customers who love restaurant brands react to negative reviews about them on social media, expressing their positive emotional connection with the companies and acting as their defenders. The study shows that for the restaurant segment, it is relevant to have consumers who love the brand once they help mitigate the effects generated by negative comments online. Furthermore, the research highlights how brand love manifests in restaurant brands' digital context.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Estudos anteriores investigaram o amor à marca em restaurantes, mas não consideraram a dinâmica das avaliações online sobre marcas de restaurantes. Para preencher esta lacuna, este estudo tem por objetivo compreender como os consumidores com elevado nível de amor à marca de restaurantes as defendem frente a avaliações negativas nas redes sociais. Esta pesquisa, realizada no contexto brasileiro, adota abordagem qualitativa, analisando 3.979 avaliações de clientes, provenientes do Instagram, por meio de análise de sentimento e de conteúdo categorial. A partir das dimensões do amor à marca, os resultados mostraram que os clientes que amam as marcas de restaurantes reagem às avaliações negativas sobre elas nas redes sociais, expressando sua conexão emocional positiva com as empresas e agindo como seus defensores. O estudo mostra que, para o segmento de restaurantes, é relevante ter consumidores que amam a marca, uma vez que eles ajudam a mitigar os efeitos gerados por comentários negativos online. Além disso, a pesquisa evidencia como o amor à marca se manifesta no contexto digital das marcas de restaurantes.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Brand Love]]></kwd>
<kwd lng="en"><![CDATA[Restaurant Brands]]></kwd>
<kwd lng="en"><![CDATA[Negative Reviews]]></kwd>
<kwd lng="en"><![CDATA[Social Media]]></kwd>
<kwd lng="en"><![CDATA[UGC]]></kwd>
<kwd lng="en"><![CDATA[Customer Engagement.]]></kwd>
<kwd lng="pt"><![CDATA[Amor à Marca]]></kwd>
<kwd lng="pt"><![CDATA[Marcas de Restaurantes]]></kwd>
<kwd lng="pt"><![CDATA[Avaliações Negativas]]></kwd>
<kwd lng="pt"><![CDATA[Redes Sociais]]></kwd>
<kwd lng="pt"><![CDATA[CGU]]></kwd>
<kwd lng="pt"><![CDATA[Envolvimento do Cliente.]]></kwd>
</kwd-group>
</article-meta>
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