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Les émotions positives sont-elles prépondérantes pour expliquer l'attachement à la marque ? Une application aux marques de presse

Author

Listed:
  • Rita Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Virginie de Barnier

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

Abstract

The objective of this research is to study the influence of positive vs. negative emotions on press title brand attachment. A quantitative study was conducted among 1204 regular or occasional readers of 6 main press titles. Results show that readers feel positive and negative emotions vis-à-vis press title they read and that these emotions have been able to impact their attachment to their press title. In addition results demonstrate the primacy of positive emotions on press title brand attachment. Emotions that are the most influential are joy, gratitude, surprise and tranquillity. Emotions of envy and love also have an impact but of lesser importance. Finally, the impact of negative emotions of attachment is also significant but more modest.

Suggested Citation

  • Rita Valette-Florence & Virginie de Barnier & Pierre Valette-Florence, 2012. "Les émotions positives sont-elles prépondérantes pour expliquer l'attachement à la marque ? Une application aux marques de presse," Post-Print halshs-00809631, HAL.
    • Handle: RePEc:hal:journl:halshs-00809631
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