Positive affectivity as a predictor of consumers’ propensity to be brand loyal

Pulligadda, Sanjay; Kardes, Frank R.; Cronley, Maria L.

doi:10.1057/bm.2015.43

Cited by 11 publications

(6 citation statements)

References 60 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Research on affect in the context of brand consumption has primarily focused on affective responses to brands (Taute et al , 2014) and affective characteristics of brands (Brakus et al , 2009; Salgado-Montejo et al , 2014). One notable exception is Pulligada et al (2016) study of how positive affectivity influences brand loyalty and willingness to pay. However, this study relies on PANAS scale which only measures a consumer’s positive and negative affect at a given point in time (Watson et al , 1988) and thus is not a trait measure of emotion.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…children, gender, cultural origin) exhibit differences in brand attachment and brand loyalty (Chaplin and John, 2005; Jahn et al , 2012; Ji, 2002; Lambert and Desmond, 2013; Loureiro et al , 2012; Melnyk et al , 2009). Extant research on psychological mechanisms has primarily been focused on motivational drivers of emotional brand attachment, such as identity-related motives (Escalas and Bettman, 2003; Lin and Sung, 2014), competence enhancement motives (Proksch et al , 2015), need for cognition (Orth and Gal, 2012) and general positive affectivity (Pulligada et al , 2016). However, this previous research does not account for psychological individual difference variables that may influence consumers’ likelihood of emotionally attaching to brands.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Emotional intelligence, external emotional connections and brand attachment

Vredeveld

2018

JPBM

View full text Add to dashboard Cite

Purpose The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach Data were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation modeling (SEM) approach. Findings Findings reveal that emotional intelligence is positively related external emotional brand connections (i.e. connecting a brand to important people, events and experiences in memory) which, in turn, has a positive influence on emotional brand attachment. Findings also show that emotional brand attachment is positively related to brand purchase intentions and brand attitudes. Research limitations/implications This research shows that both external emotional connections and emotional intelligence are important antecedents of emotional brand attachment, even after controlling for different types of brand use (social and special occasion brand use) and product category. Other control variables, such as brand characteristics, are not examined. Practical implications The findings suggest that brand managers can enhance emotional brand attachment by helping consumers establish external emotional brand connections. Originality/value This research addresses a gap in previous research by examining antecedents of emotional brand attachment. The findings showcase that emotional intelligence is an antecedent to external emotional brand connections and emotional brand attachment. This research also goes beyond the loyalty focus of previous research to show that emotional brand attachment has an impact on general purchase intentions and brand attitudes.

show abstract

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Emotional intelligence, external emotional connections and brand attachment

Vredeveld

2018

JPBM

View full text Add to dashboard Cite

show abstract

“…Finally, it was also hypothesized that overall (category-independent) BS positively affects product-specific BS. The effect of general attitude on specific attitude is clear (Eagly and Chaiken, 1998), but research on brands also concludes that a general brand attitude has a positive effect on specific dimensions (Sonnier and Ainslie, 2011), or that there is a correlation between general and specific BL (Pulligadda et al , 2016). In the article, we emphasize where we talk about “overall BS,” otherwise our statements refer to product-specific BRiC, BL and BS.…”

Section: Aim Of Researchmentioning

confidence: 99%

How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

Temesi,

Lakner,

Unger-Plasek

2023

IJWBR

View full text Add to dashboard Cite

Purpose This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they influence customer purchasing behavior regarding alcohol and other beverages. This study aims to provide insights that may benefit corporate and regulatory sectors regarding brand-related customer behavior and increases/decreases in alcoholic beverage purchases. Design/methodology/approach This study included a sample of 501 Hungarian participants, representative of the population in many respects. The author constructed a model using partial least squares structural equation modeling with data collected from internationally validated scales. Findings The findings of this study reveal that BL or BRiC do not positively and directly influence purchase frequency in the beer, wine and pálinka categories; however, their purchase frequency is significantly and positively influenced by BS. Additionally, the degree of BS was somewhat above average for alcoholic beverages compared to nonalcoholic beverages; it was also slightly higher for beer than for wine and pálinka. Originality/value To the best of the authors’ knowledge, this is the first study to examine the three brand-related factors of customer behavior, analyze their connections and clarify their effects on alcoholic beverage purchases. BS is a relatively new factor; to the best of the authors’ knowledge, no other study to date has measured the extent of BS and its association with beverage-related customer behaviors. Future studies can compare this study’s findings on the level of BS for eight alcoholic and nonalcoholic beverages. To the best of the authors’ knowledge, this study is also the first to investigate brand-related customer behavior regarding pálinka.

show abstract

“…At the high pole enthusiasm and excitement anchor the dimension of emotion” ( Cropanzano et al, 2003 , p. 832). Positive affectivity is often associated with positive attitudes and behavioral outcomes in the workplace ( Pulligadda et al, 2016 ; Mohr et al, 2021 ).…”

Section: Literature and Hypothesis Developmentmentioning

confidence: 99%

Self-Determination Theory and Accountant Employees’ Psychological Wellbeing: The Roles of Positive Affectivity and Psychological Safety

Lin

Nguyen

et al. 2022

Front. Psychol.

View full text Add to dashboard Cite

This study investigates the influence of self-determination motivations on accountant employees’ psychological wellbeing with the mediating role of positive affectivity and the moderating role of psychological safety. Multivariate analysis and structural equation modeling are used to analyze a three-way time-lagged sample data of 391 accountant employees. Results indicate that positive affectivity positively mediates the relationship between extrinsic motivation and psychological wellbeing and between intrinsic motivation and psychological wellbeing. Furthermore, psychological safety positively moderates the relationship between extrinsic motivation and positive affectivity and between intrinsic motivation and positive affectivity. In addition, psychological safety also positively moderates the relationship between positive affectivity and psychological wellbeing. The findings of this study provide implications for researchers and business managers in managing and enhancing accountant employees’ psychological wellbeing.

show abstract

Positive affectivity as a predictor of consumers’ propensity to be brand loyal

Cited by 11 publications

References 60 publications

Emotional intelligence, external emotional connections and brand attachment

Emotional intelligence, external emotional connections and brand attachment

How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

Self-Determination Theory and Accountant Employees’ Psychological Wellbeing: The Roles of Positive Affectivity and Psychological Safety

Contact Info

Product

Resources

About