Impact of Fear on Brand Attachment

Lea Dunn, University of British Columbia, Canada
JoAndrea Hoegg, University of British Columbia, Canada
The current research examines how fear can facilitate brand emotional attachment through desire for affiliation. We find that when consumers undergo a fearful experience with a brand, they feel more emotionally attached to the brand, which has positive implications for brand loyalty.
[ to cite ]:
Lea Dunn and JoAndrea Hoegg (2013) ,"Impact of Fear on Brand Attachment", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.