Cultural Influences on Brand Bonds: Exploring Brand Relationships Drivers and Forms in Latin America

Camilo R. Contreras () and Pierre Valette-Florence ()
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Camilo R. Contreras: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes, UNAL - Universidad Nacional de Colombia [Bogotà]
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes

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Abstract: This study explores brand relationships from both affective and cognitive dimensions in Latin America. Grounded in cultural influences, we investigate the impact of brand anthropomorphism and love on brand relationships across four countries: Brazil, Colombia, Ecuador, and Peru. The results reveal that affective factors, fueled by strong brand affection, significantly enhance brand satisfaction, attachment, and trust. Furthermore, our study identifies cultural moderation, indicating that affective variables have a more pronounced effect on relationship forms in specific Latin American societies. These findings offer valuable insights for marketers seeking to cultivate brand relationships in this diverse and culturally rich region, emphasizing the importance of understanding cultural nuances.

Keywords: Brand relationship; Latin America; Anthropomorphism; Brand Love (search for similar items in EconPapers)
Date: 2023-12-11
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Published in Cross Cultural Research Conference 2023, Dec 2023, Ciudad de Panamá, Panama

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04571452

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