The Relationship between Brand Attachment and Consumers' Emotional Well-Being

Aureliano-Silva, Leonardo; Strehlau, Suzane; Strehlau, Vivian Iara

doi:10.1080/15332667.2017.1391058

Cited by 22 publications

(17 citation statements)

References 40 publications

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“…Hubristic pride, in turn, strengthens the relationship and increases the likelihood of positive word of mouth (WOM). Aureliano-silva, Strehlau, and Strehlau (2018) studied the aspect of arrogant or hubristic pride in context to luxury brands and found a direct relationship between consumer pride and brand attachment.…”

Section: Review Of Literaturementioning

confidence: 99%

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Nandy

Sondhi

2020

Global Business Review

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Brands are rapidly moving away from the traditional transactional approach to a relational journey with their users. In most cases, Consumer- Brand Relationships are based on the extent of congruence between individuals and their favourite brands. This paper aims to contribute to this journey and understand the genesis and outcomes of such a relationship wherein the consumer feels “proud” to be associated with his/her brand. Specifically the purpose of the paper is to understand the antecedents and consequences of a less explored construct, Brand Pride. This conceptual paper is based on an extensive and detailed review of literature pertaining to the areas of emotional branding, consumer-brand relationships, pride in brand associations, self-congruence and behavioral outcomes. It also evaluates the impact of a narssistic personality on such relationships. The authors propose a conceptual framework for Brand Pride which would lead to a deeper understanding in the phenomenology of Brand Pride and its subsequent impact on higher order Consumer-Brand Relationships. Crystallization of this concept would lead to invaluable insights in the advancement in emotional branding both for academicians and practitioners, with Brand Pride being the emotion in focus.

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Section: Review Of Literaturementioning

confidence: 99%

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Nandy

Sondhi

2020

Global Business Review

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“…Outro aspecto que pode-se argumentar no ato de complemplação das marcas de luxo é a satisfação pessoal do indivíduo, que por sua vez, influencia o seu bem-estar emocional (Aureliano-Silva, Strehlau, Strehlau, 2018).…”

Section: Contemplação No Campo Do Marketingunclassified

“…Nessa linha de raciocínio, nota-se que os desejos aspiracionais do indivíduo podem estar presentes na marca e no produto, logo objeto de contemplação. Semelhantes às motivações religiosas, o indivíduo tende a se apegar à marca para sentir-se bem emocionalmente quando se sente desprotegido ou ameaçado por alguma instância social (Aureliano-Silva, Strehlau, & Strehlau, 2018;Bolwby, 1982;Swaminathan, Stilley, & Ahluwalia, 2009;Tsiotsou, 2015). O argumento nesse sentido, é de que, o consumo de marcas e produtos de luxos vistos como objeto de contemplação, são capazes de conferir ao indivíduo os atributos ou benesses que deseja por meio de sua devoção ao símbolo.…”

Section: Contemplação No Campo Do Marketingunclassified

O Fenômeno da Contemplação em Contextos de Consumo de Luxo

Aureliano-Silva

Strehlau

2020

Rev. Int. de Marketing

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O objetivo desse artigo é apresentar o fenômeno da contemplação e propor uma reflexão de sua aplicação no campo do marketing. A contemplação é um fenômeno psicológico e cognitivo no qual o indivíduo manifesta grande admiração por algo (MAY, 1982). Compreender esse fenômeno no campo do marketing traz contribuições teóricas para a área, sobretudo, no entendimento do desejo do consumidor por marcas de luxo. Ainda possibilita que gestores de marketing reflitam sobre estratégias de marketing que têm sido utilizadas com o objetivo de posicionar essas marcas para um grupo seleto de consumidores, que de fato, contemplam tais produtos. Palavras-chave: contemplação, marcas de luxo, consumo, marketing, status

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“…Building on earlier work on attachment, recent research in marketing has explored the nature, determinants and outcomes of consumers’ emotional attachment to brands (Aureliano-Silva et al , 2018; Carroll and Ahuvia, 2006; Japutra et al , 2014; Thomson et al , 2005). Emotional brand attachment is a relationship-based construct that captures the strength of the affective bond between a consumer and a specific brand (Park et al , 2010).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…While it is a relationship that develops over time, a number of determinants were found to predict emotional brand attachment such as actual and ideal self-congruence (Malär et al , 2011), competence enhancement and anticipated emotions (Proksch et al , 2015), anticipated fulfillment of autonomy and relatedness needs (Hung, 2014), positive experiences with a brand (Dolbec and Chebat, 2013), compulsive buying (Flight and Sacramento, 2015), brand engagement (Kumar and Nayak, 2019) and a desire to maintain emotional well-being (Aureliano-Silva et al , 2018). Bidmon (2017) suggested that attachment develops as a result of a brand’s ability to provide self-rewarding hedonic benefits, self-enriching symbolic benefits and self-enabling functional benefits.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products

Aboulnasr

Tran

2019

JPBM

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Purpose The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation. Design/methodology/approach A quantitative study was conducted using survey data from a nationally representative probability sample of US consumers (n = 624) to understand the role of emotional brand attachment in the context of consumers’ evaluation of really new products (RNPs). A framework was developed and tested using structural equation modeling that included emotional brand attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions. Findings The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand attachment reduces consumers’ perceived risk associated with a RNP and increases brand trust. Both constructs played a key role in shaping willingness to try the innovation, word-of-mouth intentions and product evaluation. Findings of this paper add explanatory power to demand-prediction models that more accurately describe the mechanism of the innovation adoption process. For marketing managers, the results emphasize the importance of consumer–brand emotional connections. Research limitations/implications The paper used a cross-sectional design; it would be interesting to use a longitudinal design to examine if the role of emotional brand attachment changes over time and how the changes might impact consumers’ perceptions and behaviors in the context of RNPs. Originality/value This is the first paper to explore the role of emotional brand attachment in the context of RNPs and consumers’ potential behavioral outcomes.

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The Relationship between Brand Attachment and Consumers' Emotional Well-Being

Cited by 22 publications

References 40 publications

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

O Fenômeno da Contemplação em Contextos de Consumo de Luxo

Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products

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