Linking Emotional Connections to Gastronomic Experience and Happiness

Authors

  • Paula Rodrigues Universidade Lusíada
  • Ana Sousa University of Aveiro
  • Ana Pinto Borges ISAG, CICET, COMEGI

DOI:

https://doi.org/10.7903/cmr.23701

Keywords:

Human brand, food luxury experience, happiness and well-being, millennial consumers

Abstract

This study examines the impact of the chef's image, the luxury restaurant's brand, and their alignment on Millennials’ hedonic and novel gastronomic experiences, as well as their overall happiness and well-being. Data were collected from 277 consumers familiar with Chef José Avillez and analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that the chef’s image enhances hedonic experiences, while the restaurant brand strengthens both hedonic and novelty experiences. Congruence between chef and restaurant images amplifies both experiential dimensions. However, only hedonic experience significantly contributes to happiness and well-being. This study contributes to the literature by integrating human brand theory and self-determination theory, highlighting how chefs as human brands fulfill emotional needs that enhance Millennials’ happiness in luxury dining contexts. Managerially, the findings suggest that aligning the chef's emotional identity with the restaurant brand can elevate consumer experiences and promote long-term well-being.

Author Biographies

Paula Rodrigues, Universidade Lusíada

Dr. Paula Rodrigues (Corresponding author) holds a Ph.D. in Management from the University of Porto. She is an Associate Professor of Brand Management at Universidade Lusíada Norte and coordinates the Marketing research line at COMEGI. Since 1995, she has taught courses including Brand Management, Consumer Behaviour, and Quantitative Methods. Her research focuses on consumer–brand relationships, luxury brands, authenticity, and brand emotions, with applications in tourism and the consumer goods sector. She has published extensively in international journals, including the European Journal of Marketing and Journal of Brand Management. Additionally, she has edited books with IGI Global and Palgrave Macmillan, and serves as a reviewer in the field of marketing research.

Ana Sousa, University of Aveiro

Dr. Ana Sousa is a full researcher at the Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP) at the University of Aveiro (Portugal). She holds a Ph.D. in Marketing and Strategy from the University of Minho and completed a Postdoc in Consumer Behaviour at COMEGI – Universidade Lusíada. She also holds a Master's in Marketing and Business Administration, a degree in Business Management from ISAG - European Business School, and a degree in Psychology from the University of Porto. She is an Invited Professor of Research Methodologies at the Polytechnic Institute of Santarém (Portugal) and participated in COST Arkwork, an international research project funded by the COST network. Her ongoing research projects focus on consumer-brand relationships in the contexts of luxury, tourism, and hospitality, as well as place branding, cultural heritage, new technologies, and the metaverse.

Ana Pinto Borges, ISAG, CICET, COMEGI

Prof. Ana Pinto Borges holds a Ph.D. in Economics from the University of Porto. She is a Coordinating Professor at ISAG – European Business School, where she coordinates the Master’s in Business Management and serves as chair of the Pedagogical Council. She currently serves as the Scientific Coordinator of CICET–FCVC and is a researcher at COMEGI. With over 200 Scopus/WOS-indexed publications, she acts as an Associate Editor for the Eurasian Business Review and co-founder of the European Journal of Applied Business and Management. She also founded and organized multiple international conferences, including ICABM. Beyond academia, she has served as an Economist at the Portuguese Health Regulatory Authority since 2010, focusing on sectoral regulatory analysis.

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Published

2026-04-19

How to Cite

Rodrigues, P., Sousa, A., & Borges, A. P. (2026). Linking Emotional Connections to Gastronomic Experience and Happiness. Contemporary Management Research, 22(1), 61–92. https://doi.org/10.7903/cmr.23701

Issue

Vol. 22 No. 1 (2026)

Section

Regular Paper

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