The role of emotional aspects in younger consumer-brand relationships

• Published in: The journal of product & brand management Vol. 21; no. 2; pp. 98 - 108
• Main Authors: Hwang, Jiyoung, Kandampully, Jay
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Group Publishing Limited 13.04.2012
• Subjects: Alliances; Behavior; Brand image; Brand loyalty; Brands; Consumer attitudes; Consumers; Emotions; Fashion; Loyalty; Management decisions; Marketing; Millennials; Multivariate analysis; Perceptions; Self esteem; Studies; Brands; Emotional attachment; Brand loyalty; Self-concept connection; Consumers; Younger consumers
• ISSN: 1061-0421; 2054-1643
• DOI: 10.1108/10610421211215517

Purpose - This study aims to investigate the roles of three emotional factors (self-concept connection, emotional attachment, and brand love) in the context of younger consumer-luxury brand relationships.Design methodology approach - The main data collection was done via a self-selected online survey of a representative group of younger consumers. Data analysis was performed with structural equation modelling and multidimensional scaling.Findings - Three emotional factors enhance younger consumers' brand loyalty, but the strength of the impact varies. Emotional attachment has the strongest impact on brand loyalty, followed by self-concept connection and brand love. Self-concept connection increases brand love as well as emotional attachment. The result of perceptual mapping shows different perceptions of the luxury brands in younger consumers' minds.Research limitations implications - Generalizability needs to be established with a wider range of younger consumer groups. The insights on younger consumers' brand relationships help brand managers devise effective brand management strategies.Originality value - This study is the first attempt to identify the importance of emotional aspects in younger consumer-brand relationship. The current study extends branding literature by shedding lights on the roles of emotional factors in brand management, which also help brand managers.