The Role of Emotional Aspects in Younger Consumer-Brand Relationships

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Abstract
Purpose – This study aims to investigate the roles of three emotional factors (self-concept connection, emotional attachment, and brand love) in the context of younger consumer-luxury brand relationships.

Design/methodology/approach – The main data collection was done via a self-selected online survey of a representative group of younger consumers. Data analysis was performed with structural equation modelling and multidimensional scaling.

Findings – Three emotional factors enhance younger consumers’ brand loyalty, but the strength of the impact varies. Emotional attachment has the strongest impact on brand loyalty, followed by self-concept connection and brand love. Self-concept connection increases brand love as well as emotional attachment. The result of perceptual mapping shows different perceptions of the luxury brands in younger consumers’ minds.

Research limitations/implications – Generalizability needs to be established with a wider range of younger consumer groups. The insights on younger consumers’ brand relationships help brand managers devise effective brand management strategies.

Originality/value – This study is the first attempt to identify the importance of emotional aspects in younger consumer-brand relationship. The current study extends branding literature by shedding lights on the roles of emotional factors in brand management, which also help brand managers.