Store-evoked affect, personalities, and consumer emotional attachments to brands
Store-evoked affect, personalities, and consumer emotional attachments to brands
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DOI：
10.1016/j.jbusres.2009.10.018
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发表时间：
2010-11
影响因子：
11.3
通讯作者：
U. Orth;Y. Limon;G. Rose
中科院分区：
文献类型：
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作者：
U. Orth;Y. Limon;G. Rose
本研究探讨商店诱发情感、人格特质与品牌特质如何影响消费者对品牌的情感依附。一项实地研究（在品酒室）表明，满意度介导的影响商店引起的愉快和唤醒品牌的附件，这进一步影响品牌忠诚度和愿意支付价格溢价。依恋在积极的情感环境中始终更强（即，当快乐、兴奋和满意度高时）和当品牌具有品牌个性的积极维度时。这些影响对于在外向性、开放性、宜人性和谨慎性方面得分高（而不是低）的消费者来说更强，而对于在神经质方面得分高的个人来说则较弱。后续实验（在果汁吧）支持现场研究的结果，并提供了进一步的洞察商店诱发的影响，品牌个性和消费者个性之间的三方互动。
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.