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Consumer–retailer love and attachment: Antecedents and personality moderators

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  • Vlachos, Pavlos A.
  • Vrechopoulos, Adam P.

Abstract

Because loyalty to services remains elusive and unpredictable, there is a need to study consumer relationships with firms apart from the established satisfaction–loyalty chain approach. To that end, the present paper investigates feelings of attachment and love through two empirical consumer studies of two different grocery retailer brands. The findings of the current study imply that retail store image, perceived transactional value, and corporate social responsibility (CSR) associations positively influence consumer–retailer love levels. Furthermore, we find that for consumers scoring low on the value of warm relationships with others and for consumers characterized by an avoidant attachment style, the effect of consumer–retailer love on re-patronage intentions is less salient. Interestingly, in the case of highly avoidant individuals, the effect of consumer–retailer love is negative. Managerial implications for building consumer-firm love in the context of grocery retail, as well as future research perspectives, are provided at the end of the paper.

Suggested Citation

  • Vlachos, Pavlos A. & Vrechopoulos, Adam P., 2012. "Consumer–retailer love and attachment: Antecedents and personality moderators," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 218-228.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:2:p:218-228
    DOI: 10.1016/j.jretconser.2012.01.003
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    14. Manfred Bruhn & Verena Schoenmüller & Daniela Schäfer & Simon Reumer, 2012. "Markenintimität (Brand Intimacy) von Konsumenten — Konzeptualisierung, Determinanten und Wirkungen, mit empirischen Befunden," Schmalenbach Journal of Business Research, Springer, vol. 64(6), pages 590-629, September.
    15. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    16. Horáková, Julie & Uusitalo, Outi & Munnukka, Juha & Jokinen, Olga, 2022. "Does the digitalization of retailing disrupt consumers’ attachment to retail places?," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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    18. Izquierdo-Yusta, Alicia & Martínez–Ruiz, María Pilar & Pérez–Villarreal, Héctor Hugo, 2022. "Studying the impact of food values, subjective norm and brand love on behavioral loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Shin, Hyunju & Parker, Janna, 2017. "Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 1-11.
    20. Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.
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