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Store-evoked affect, personalities, and consumer emotional attachments to brands

  • Orth, Ulrich R.
  • Limon, Yonca
  • Rose, Gregory
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    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.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-4XPXT65-2/2/10f5d0c6227e7bbb88b2ef74e56551d3
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 11 (November)
    Pages: 1202-1208

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:11:p:1202-1208
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    2. Babin, Barry J. & Chebat, Jean-Charles & Robicheaux, Robert, 2006. "Introduction to the special section on retailing research: The mind and emotion of the 21st century shopper," Journal of Business Research, Elsevier, vol. 59(12), pages 1279-1280, November.
    3. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
    4. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    5. Foxall, Gordon R. & Greenley, Gordon E., 1999. "Consumers' Emotional Responses to Service Environments," Journal of Business Research, Elsevier, vol. 46(2), pages 149-158, October.
    6. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
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