Purpose: The aim of this paper is to study the factors that influence consumer behaviour through brand
attachment, in the pet-friendly segment in Portugal. Pet-friendly tourism has stood out as a very recognized
and valid tourism and marketing segment, growing worldwide, urging the complex needed advances on
tourism practices performance.
Methods: The application of the model to a group of 190 respondents carried out in order to analyse the
relationships between brand attachment, trust, satisfaction, commitment, loyalty and quality of service. To test
our measurement model, data was analysed using the SmartPLS 3.2.
Results: Results reveal that quality of the service, satisfaction, trust and commitment had a strong relationship
with the loyalty of the respondents. As for the brand attachment, the variables that showed the most influence
were satisfaction, trust and commitment.
Implications: The research still needs to be empirically applied in pet-friendly tourism settings to enrich their
robustness in a cross-cultural tourism experiences, covering a wider spread of abroad tourism destinations
and products. This study thus contributes to a better clarity at the theoretical level of brand attachment and
consumer behaviour, as well as making it possible to understand from the consumers' side, which
characteristics are part of their decision-making process, granting relevant data that can cooperate in the
definition of better marketing strategies.