Journal
JOURNAL OF BUSINESS RESEARCH
Volume 63, Issue 11, Pages 1202-1208Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2009.10.018
Keywords
Arousal; Big Five; Brand personality; Pleasure; Satisfaction
Categories
Ask authors/readers for more resources
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. (C) 2009 Elsevier Inc. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available