Emotional Brand Attachment in Gen Y Consumers: Analysis of Brand Loyalty, Price Premiums & Brand Self Congruence in Metropolitan Markets

Poojaa Gokarna .


Purpose: Emotional bonds and identification with the brand is an essential way marketer focus on creating more deep, long-lasting, and strong brand attachments with the consumers. Inspite of the fact that the literature throws light on the importance of emotions in building strong connections between consumers and brands using a branding strategy based on emotions, significant efforts have not been made to enrich our understanding of emotional branding. Also, prior research has found that inner need fulfilment leads to brand attachment however, the process to convert them into affective ties has not been explored. This research draws from self- congruence and looks to create a deeper understanding of how emotions could potentially create strong brand attachments between consumers and the respective brands. Also, it is trying to identify the relationship between need fulfilment & brand attachment which creates brand loyalty thereby creating the willingness to pay more by the customers. Methodology: A literature review has been conducted on related constructs i.e. need fulfilment, brand attachment, brand loyalty and brand self – congruence. Subsequently a conceptual empirical testing has been conducted. Finally, suggestions have been made for future studies and final remarks are presented. Findings: A conceptual framework has been developed revolving around the antecedents and consequences which transmits into Brand Loyalty thereby willingness of the customers to pay more. Implications: - This research brought forth various constructs that lead to brand self-congruence thereby leading to brand loyalty. It leads to development of marketing tool that can be used for the Gen Y consumers. Originality: The concepts of loyalty through the lens of brand self-congruence has rarely been discussed. This paper attempts to outline the same.

Full Text:



Aaker, D. A. (1991). Managing Brand Equity, New York: The Free Press

Aaker, D.A. (1996). Measuring brand equity across products and markets, California Management Review 38 (3): 102–120.

Ahuvia, A.C., Batra, R. and Bagozzi, R.P. (2008). Brand Love: Towards an Integrative Model, in NA - Advances in Consumer Research, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research, Volume 35, Pages: 176-180.

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs, Journal of Marketing, 69(3), 19–34

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The Role of Emotions in Marketing, Journal of the Academy of Marketing Science, 27(2), 184–206.

Baron, R. M., & Kenny, D. A. (1986). The moderator – mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, 51(6), 1173–1182.

Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012). Brand love, Journal of Marketing, Vol. 76 No. 2, pp. 1-16.

Belk, R., (1988). Possessions and the Extended Self, Journal of Consumer Research,15(2), 139–168.

Bowlby, J. (1979). The Making & Breaking of Affectional Bonds, Routledge, New York, NY, New edition (2005).

Bowlby, J. (1980). Loss: Sadness and depression, New York: Basic Books.

Carroll, A. B. and Ahuvia, A. C. (2006). Some antecedents and outcomes of brand Love. Marketing Letters. Vol 17, No. 2, Pg. 79 – 89.

Chamberlain C and Broderick J A (2007). The application of physiological observation methods to emotion research, Qualitative Market Research: An International Journal, Vol. 10 No. 2

Chaudhuri, A. and Holbrook, M.B. (2001). The chain effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.

Consoli, D. (2010). A New Concept of Marketing: The Emotional Marketing, Brand Research in Accounting, Negotiation and Distribution, 1, 52-59.

Darwin C., (1913). The expression of the emotions in man and animals, D. Appleton and Company, London, 1913

Deci, E.L. and Ryan, R.M. (2000). The ‘what’ and ‘why’ of goal pursuits: Human needs and the self-determination of behaviour. Psychological Inquiry, 11(4): 227–268.

Descartes, (1989). Passions of the Soul, Hackett English edition, trans. Stephen H. Voss, pp. 24-34, 1989

DeWitt, T., Nguyen, D., Maschall, R., (2008). Exploring customer loyalty following service recovery, Journal of Service Research, 10 (2008), pp. 269-281

Dick, A.S., Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework, JAMS, 22, 99–113 (1994).

Escalas, Jennifer Edson and James R. Bettman (2003). You Are What They Eat: The Influence of Reference Groups on Consumer Connections to Brands, Journal of Consumer Psychology, 13 (3), 339–48.

Fornell, C., Johnson, M., Anderson, E., Cha, J., & Bryant, B. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings, Journal of Marketing, 60(4), 7-18. doi:10.2307/1251898

Fournier, S.M. (1998). Consumers and their brands: developing relationship theory in consumer research, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-73.

Gobe, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press, New York.

Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands, Journal of Business Research, 64(10), 1052–1059.

Hazan, C., & Shaver, P. (1987). Romantic love conceptualized as an attachment process, Journal of Personality and Social Psychology, 52(3), 511–524

Hazan, C., & Shaver, P. R. (1994). Attachment as an organizational framework for research on close relationships, Psychological Inquiry, 5(1), 1–22

Hull, C. (1943). Principles of Behavior. New York: Appleton-Century-Crofts.

Hung, H. Y. (2014). Attachment, identification, and loyalty: Examining mediating mechanisms across brand and brand community contexts, Journal of Brand Management. Vol. 21. Pg. 594 – 614.

Hwang, J. and Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships, Journal of Product & Brand Management. Vol 21/2. Pg. 98 – 108.

Jamwal M and Soodan V (2014). Emotional Branding as tool for Dissonance Reduction: A strategy for competitive advantage, International Monthly Refereed Journal of Research in Management & Technology, Vol. 3

Johar, J. S., & Sirgy, M. J (1989). Self-Cybernetics: Toward an Intergrated Model of Self-Concept Processes, Systems Research 7 (1): 19–32.

Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal, Journal of Advertising, 20(3), 23–33

Kleine, Susan S., Robert E. Kleine III, and Chris T. Allen (1995). How is a Possession Me or Not Me? Characterizing Types and an Antecedent of Material Possession Attachment, Journal of Consumer Research, 22 (3), 327–43.

Loureiro, S. M. C., Reudiger, K. H. and Demetris, V (2012). Brand Emotional Connection and Loyalty, Journal of brand Management. Vol 20 Pg 13 – 27.

Malar, L., Krohmer, H., Hoyer, W. D. and Nyffengger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self, Journal of Marketing. Vol 75 (35 – 52).

McAlexander, J.H., Schouten, J.W. and Koening, H.F. (2002). Building brand community, Journal of Marketing 66(1): 38–54.

Morrison, S., & Crane, F.G. (2007), Building the service brand by creating and managing an emotional brand experience, Journal of Brand Management, 14, 410-421.

Murray, H. A. (1938). Explorations in personality, New York: Oxford University Press.

Pandey C A (2006). Strategic Imperatives in Emotional Branding, Gumbad Business Review, Vol.2 Issue 1

Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility, Journal of Marketing Research, 31(2), 271–288

Park, C. W. and MacInnis, D. J. (2006). What’s In and What’s Out: Questions on the Boundaries of the Attitude Construct, Journal of Consumer Research Vol 33 No-1, Pg 16-18.

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B. and Iacobucci, D (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers, Journal of Marketing, Vol 74. No 6 Pg 1-17.

Patwardhan, H. and Balasubramanian, S. K. (2011). Brand Romance: A complementary approach to explain emotional attachment towards brands, Journal of Product & Brand Management, Vol 20/4. Pg 297 – 308.

Roberts, Kevin (2004). Lovemarks: The Future Beyond Brands, New York: Powerhouse Books.

Shen, B., Jung, J., Chow, P., Sze & Wong, S., (2014). Co-branding in Fast Fashion: The Impact of Consumers' Need for Uniqueness on Purchase Perception. 10.1007/978-1-4939-0277-4_7.

Thomson, M. (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities, Journal of Marketing, 70(3), 104–119.

Thomson, M., MacInnis, D. J. and Park, C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology. Vol 15(1). Pg 77 – 91.

Yoo, C. & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads, Journal of Business Research, 58(10), 1397-1406.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),
editorijms@gmail.com, http://researchersworld.com/

Copyrights © 2014-2021 - ERM Publications, India     

This work is licensed under https://creativecommons.org/licenses/by-sa/4.0/

click site richard mille replica a fantastic read rolex replica read the article копии часов read this article orologi replica.