Impact of Fear on Brand Attachment
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.
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, Pages: .
Lea Dunn, University of British Columbia, Canada
JoAndrea Hoegg, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 41 | 2013
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