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We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty

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Abstract

Drawing on Russell's model of affect, this study examines brand love and emotional attachment as serial mediators of the relationship between market-related (brand popularity and authenticity) and individual-related (social self and inner self-expressiveness) cognitions, and addictive buying and loyalty as their behavioral outcomes. Our findings indicate that emotional attachment is an additional affective mediator that follows brand love in the chain toward desired brand outcomes. In addition, a brand's authenticity and inner self-expressiveness of a brand play the most important roles for brand love and behavioral outcomes. Notably, the social self-dimension of self-expressiveness plays no role in our developed conceptual framework, while brand popularity is relevant but has an inferior influence. The study contributes to the literature on brand-consumer relationships by revealing new cognitive and affective predictors of brand loyalty. It also improves Russell's model of affect and relates it to under-researched contexts such as brand management. In addition, this study enriches the existing body of knowledge regarding the mediating effects of brand love. In terms of practical implications, the findings shed light on the cognitive characteristics that brand managers and investors should consider in brand development process to encourage repeat purchases and achieve an increase in profits.

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Change history

  • 14 December 2022

    The original publication has been revised due to corrections in abstract.

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  1. School of Economics and Business, University of Sarajevo, Sarajevo, Bosnia and Herzegovina

    Vesna Babić-Hodović, Alisa Mujkić & Maja Arslanagić-Kalajdžić

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  1. Vesna Babić-Hodović
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  2. Alisa Mujkić
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Babić-Hodović, V., Mujkić, A. & Arslanagić-Kalajdžić, M. We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty. J Brand Manag 30, 9–33 (2023). https://doi.org/10.1057/s41262-022-00289-3

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