Consumers' Attachment and Commitment to Brands and Media Titles: the Role of Emotions

Rita Valette-Florence, IMUS & IREGE, France
Imene Becheur, Wesford School of Business, France
Virginie de Barnier, IAE Aix en Provence, France
Pierre Valette-Florence, IAE & CERAG, France
In this research, we develop a new emotion scale that applies to both media titles and advertiser brands. The dimensions include a positive affective dimension, plenitude; a negative dimension fear; and a mixed dimension, possession, which includes a rather negative facet, envy, and a rather positive one, love. This research also studies the effects of emotions on affective relational variables, and the potential mediating role of attachment on emotional commitment.
[ to cite ]:
Rita Valette-Florence, Imene Becheur, Virginie de Barnier, and Pierre Valette-Florence (2011) ,"Consumers' Attachment and Commitment to Brands and Media Titles: the Role of Emotions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.