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Emotional groundedness: Impact on consumers' relationship to food brands
[Enracinement émotionnel : Impact sur la relation des consommateurs aux marques alimentaires]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Morgane Noirot & Aurélie Kessous, 2025. "Emotional groundedness: Impact on consumers' relationship to food brands [Enracinement émotionnel : Impact sur la relation des consommateurs aux marques alimentaires]," Post-Print hal-04888516, HAL.
    • Handle: RePEc:hal:journl:hal-04888516
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-04888516v1
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    File URL: https://amu.hal.science/hal-04888516v1/document
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    References listed on IDEAS

    as
    1. Antonella Carù & Bernard Cova, 2015. "Expériences de consommation et marketing expérientiel," Revue française de gestion, Lavoisier, vol. 0(8), pages 353-367.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Food consumption; emotional groundedness; food brand; anchors; authenticity; enracinement émotionnel; authenticité; nostalgie; Consommation alimentaire;
    All these keywords.

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