Consumers’ Attachment and Commitment to Brands and Media Titles: The Role of Emotions

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Abstract:
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, namely attachment and emotional commitment, and the potential mediating role of attachment on emotional commitment. Overall, results show a partial mediating effect of attachment between possession and commitment. Both fear and plenitude are complete mediators.