An empirical study on the role of emotions in building a strong brand

这项研究试图确定对负面口碑传播(WOM)具有抵抗力的品牌态度。一系列研究揭示了消费者品牌态度的三个决定因素：功能性、自豪感和情感依恋。研究还表明，基于情感依恋的品牌态度比基于自豪感或产品功能的品牌态度更不容易受到负面口碑传播的影响。我们认为这可能是因为情感依恋是主观的，基于消费者的直接体验。

This study sought to determine the kind of brand attitude that wasresistant to negative word-of-mouth (WOM) communication. A series of studies revealedthree determinants of consumer’s brand attitude: functionality, pride, and emotionalattachment. It was also shown that brand attitude based on emotional attachment was lesssusceptible to negative WOM communication than one based on pride or productfunctionality. We suggested that this could be because emotional attachment is subjectiveand based on the consumer’s direct experience.