The Role of Store-Experiences and Personalities in Creating Consumer Emotional Attachments to Brands

Abstract

The theory of purchase event feedback suggests that the store experience influences consumer brand evaluations. Extant research in relationship theory further shows that consumers can become emotionally attached to brands and that such an emotional tie is positively associated with brand loyalty. Credited with playing a substantial role in this process are the personalities of the partners involved, particularly human personality traits and brand personality dimensions. Especially for brand outlets, consumer visits represent the “chance of a lifetime”. If retailers learn how the store experience influences consumer attachments, they are better suited for more strongly attaching visitors to their brand thereby increasing brand loyalty even when consumers are no longer in physical proximity. This paper examines the following research questions: What is the effect of store-evoked affect (arousal and pleasure) on consumer emotional attachment to the brand? What is the impact of store cognitions on emotional attachment? How does an individual’s satisfaction with the store visit affect their emotional attachment to the brand and lead to brand loyalty and the willingness to pay a price premium for this brand? Does consumer emotional attachment depend on specific brand personality characteristics? Are certain consumer personalities (Big Five) more likely to become emotionally attached to brands?