 Store-evoked affect, personalities, and consumer emotional attachments to brandsUlrich R. Orth, Yonca Limon and Gregory Rose Journal of Business Research, 2010, vol. 63, issue 11, 1202-1208 Abstract: This research examines how store-evoked affect, human personality, and brand personality influence consumers' emotional attachments to brands. A field study (in wine tasting rooms) demonstrates that satisfaction mediates the effects of store-evoked pleasure and arousal on brand attachments, which further affects brand loyalty and willingness to pay a price premium. Attachment is consistently stronger in positive affective environments (i.e., when pleasure, arousal, and satisfaction are high) and when the brand possesses positive dimensions of brand personality. These effects are stronger for consumers scoring high (rather than low) on extraversion, openness, agreeableness, and conscientiousness and weaker for individuals scoring high on neuroticism. A follow-up experiment (in juice bars) supports the findings of the field study and provides further insight into the three-way interaction between store-evoked affect, brand personality, and consumer personality. Keywords: Arousal; Big; Five; Brand; personality; Pleasure; Satisfaction (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:11:p:1202-1208 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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