The Experts below are selected from a list of 27858 Experts worldwide ranked by ideXlab platform
Joandrea Hoegg - One of the best experts on this subject based on the ideXlab platform.
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the impact of fear on Emotional brand Attachment
Journal of Consumer Research, 2014Co-Authors: Lea Dunn, Joandrea HoeggAbstract:The current research investigates the role of fear in the creation of Emotional Attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individuals, consumers may seek affiliation with an available brand. This, in turn, will enhance Emotional Attachment to that brand. Four studies demonstrate that consumers who experience fear in the presence of a brand feel greater Emotional brand Attachment than consumers who experience other emotions such as happiness, sadness, or excitement. The findings from the research advance understanding of consumer-brand relationships by demonstrating that relationships between consumers and brands are not merely metaphorical. Rather, under certain circumstances, brands can actua...
Siva K. Balasubramanian - One of the best experts on this subject based on the ideXlab platform.
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Brand romance: a complementary approach to explain Emotional Attachment toward brands
Journal of Product & Brand Management, 2011Co-Authors: Hemant Patwardhan, Siva K. BalasubramanianAbstract:Purpose – This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand Emotional Attachment to brands.Design/methodology/approach – A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using exploratory and confirmatory factor analyses. Reliability, convergent, criterion, discriminant and nomological validities were established.Findings – Brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes.Research limitations/implications – Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Future research should focus on teasing out product category effects, extending generalizability to other product cat...
Lea Dunn - One of the best experts on this subject based on the ideXlab platform.
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the impact of fear on Emotional brand Attachment
Journal of Consumer Research, 2014Co-Authors: Lea Dunn, Joandrea HoeggAbstract:The current research investigates the role of fear in the creation of Emotional Attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individuals, consumers may seek affiliation with an available brand. This, in turn, will enhance Emotional Attachment to that brand. Four studies demonstrate that consumers who experience fear in the presence of a brand feel greater Emotional brand Attachment than consumers who experience other emotions such as happiness, sadness, or excitement. The findings from the research advance understanding of consumer-brand relationships by demonstrating that relationships between consumers and brands are not merely metaphorical. Rather, under certain circumstances, brands can actua...
Hayiel Hino - One of the best experts on this subject based on the ideXlab platform.
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Emotional brand Attachment a factor in customer bank relationships
International Journal of Bank Marketing, 2016Co-Authors: Shalom Levy, Hayiel HinoAbstract:Purpose – The purpose of this paper is to evaluate the relationship between customers’ Emotional Attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the Emotional Attachment factor while treating established effecting variables by employing a new conceptual framework that integrates these variables. Design/methodology/approach – The study employs data collected from a survey involving 436 participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods following a path analysis method and structural equation modeling for testing research hypotheses. Findings – The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between customers’ Emotional Attachment toward bank service providers and bank loyalty. Specifically, the findings show a significant, direct and positive relationship between the customer’s Emotional Attachment and bank loyalty; an indi...
Hemant Patwardhan - One of the best experts on this subject based on the ideXlab platform.
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Brand romance: a complementary approach to explain Emotional Attachment toward brands
Journal of Product & Brand Management, 2011Co-Authors: Hemant Patwardhan, Siva K. BalasubramanianAbstract:Purpose – This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand Emotional Attachment to brands.Design/methodology/approach – A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using exploratory and confirmatory factor analyses. Reliability, convergent, criterion, discriminant and nomological validities were established.Findings – Brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes.Research limitations/implications – Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Future research should focus on teasing out product category effects, extending generalizability to other product cat...