Emotional groundedness: Impact on consumers' relationship to food brands

Enracinement émotionnel: Impact sur la relation des consommateurs aux marques alimentaires

Morgane Noirot () and Aurélie Kessous ()
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Morgane Noirot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Aurélie Kessous: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This paper looks at the impact of emotional groundedness on the consumer-brand relationship. It studies consumption anchored in a physical (place), socio-familial (people) and historical (past) environment. Our study involves an experiment on a sample of 405 respondents, testing the impact of the three facets of emotional groundedness (temporal, social and spatial) on brand relationship variables. Two product categories and two brands were selected: Burger King hamburgers evoking modernity and Bonne Maman jams representing tradition. The results show that the socio-familial stimulus is statistically the most significant, while at the same time noting the direct and indirect impact of emotional groundedness on the consumer-brand relationship. These two studies lead to managerial recommendations for brands.

Keywords: Food consumption; emotional groundedness; food brand; anchors; authenticity; enracinement émotionnel; authenticité; nostalgie; Consommation alimentaire (search for similar items in EconPapers)
Date: 2025-01-23
New Economics Papers: this item is included in nep-agr and nep-mkt
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-04888516v1
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Published in International Marketing Trends Conference, Jan 2025, Venise, Italie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04888516

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