A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience

Allen, Chris T.; Machleit, Karen A.; Kleine, Susan Schultz

doi:10.1086/209276

Cited by 259 publications

(179 citation statements)

References 23 publications

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“…Hennig-Thurau (2004) found that the emotional commitment that customers developed toward the brand had a positive influence on their retention. Allen et al (1992) empirically confirmed that customer emotions were a strong predictor of their behavioral intention. It is more likely that a customer having a strong commitment toward a brand would prefer the brand over others (Carlson et al 2008).…”

Section: Brand Loyaltymentioning

confidence: 66%

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Fatma¹,

Rahman²

2017

Service Science

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Abstract. This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role of affective commitment and trust. The findings suggest that when consumers have an ethical perception of a company's behavior, they tend to be more identified with the hotel brand, which results in favorable judgment of the hotel brand in terms of developing affective attachment to the brand (affective commitment) and willingness to rely on that brand (brand trust). This positive evaluation of a hotel brand results in determining the customer long-term relationship with the brand (brand loyalty). This study aims to contribute to the underresearched area of business ethics and hotel brands by examining the relational perspective of brand loyalty, and characterizes the relationship between consumer-perceived ethicality and brand loyalty through customers' brand identity, brand trust, and affective commitment.

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Section: Brand Loyaltymentioning

confidence: 66%

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Fatma¹,

Rahman²

2017

Service Science

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“…It has been shown that nature imagery in green ads can evoke positive emotional responses, which positively influence the formation of brand attitudes (Hartmann & Apaolaza-Ibá-ñez, 2008, 2012 and purchase intention (Allen, Machleit, & Kleine, 1992). Hence, we expect that the effects of virtually experiencing nature directly influence purchase intention partially mediated by brand attitude.…”

Section: Virtual Nature Experiencesmentioning

confidence: 88%

The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

Schmuck

Matthes

Naderer

et al. 2017

Environmental Communication

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“…Moreover, advertising contain more and more emotional content in order to catch both observer's interest and to correspond to advertising significance [5]. Research and market analysis over the last 10-15 years have revealed that consumers' emotional reaction toward advertisement can be a dominant motivator of spending manners [6], [7] and can significantly convince post experience mind-set and recall [8].…”

Section: Introductionmentioning

confidence: 99%

The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam

Khương¹,

Tram²

2015

JOEBM

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Abstract-This study was conducted to identify the impacts of emotional marketing on purchase decision. Quantitative approach was the major method used and a self-administered questionnaire survey was conducted with sample size of 197 consumers who used the products of OMO washing powder, Neptune oil, Kotex tampon, and Red Bear noodle. The results showed that all factors of emotional marketing were positively associated with consumers' purchase decision. In addition, this study argues that, in order to achieve high level of consumers' purchase decision, companies employing emotional marketing should; a) focus on symbols of emotional advertising clips, b) concentrate on images of emotional adverting, and c) create self-identification elements. In addition, the empirical results showed that the purchase decision was directly affected by factors of brand recall, brand recognition and perceived quality of product. On the other hand, the factors of kind of media, meaning and form, cultural symbols indirectly affected the purchase decision.

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A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience

Cited by 259 publications

References 23 publications

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam

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