Cognitive and affective consumer behaviors in relation to the brand
Main Article Content
Keywords
Brand attachment, brand community, post-consumption behavior, consumer, repurchase intention
Abstract
Objective: To analyze the effect of cognitive and affective components on brand/community attachment and post-consumption behavior through positive word-of-mouth (word-of-mouth + resistance to negative information) and repurchase intention to determine which construct is more influential. Method: Quantitative study that exposes a causal model of consumer–brand–brand community relationships. The variables analyzed passed validity and reliability tests verified through structural equation modeling using SmartPLS software. Results and Discussions: brand attachment (BA) has direct brand involvement and identification antecedents. Furthermore, both BA and brand community attachment lead to brand promotion, resistance to negative information, and interest in repeat purchases in the future. Conclusions: Consumers develop a long-term relationship with their brand; they rely first on the cognitive component and then on the affected component. Furthermore, there are categories in which the consumer’s reflexive, analytical, and conscious behavior motivates and leads to purchase decisions and use of the brand.
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References
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Aurier, P. & Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: an application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627. https://doi.org/10.1108/03090561211260004
Bagozzi, R. & Dholakia, U. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Balaji, M.S., Roy, S.K. & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. http://dx.doi.org/10.1016/j.jbusres.2016.01.017
Banerjee, S. & Shaikh, A. (2022). Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment. Journal of Product & Brand Management, 31(7), 1005-1017. https://doi.org/10.1108/JPBM-10-2020-3149
Berrozpe, M. A. (2015). La identificación con la marca: conceptualización, caracterización y consecuencias. Opción, 31(2), 144-161. https://produccioncientificaluz.org/index.php/opcion/article/view/20384/20297
Bhattacharya, C. B. & Sen, S. (2003). Consumer–company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://psycnet.apa.org/doi/10.1509/jmkg.67.2.76.18609
Bian, X. & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Bidmon, S. (2017). How does attachment style influence the brand attachment – brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164-189. https://doi.org/10.1080/02650487.2016.1172404
Cao, Y., Lin, J. & Zhou, Z. (2022). Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration. Computers in Human Behavior, 137(2022), 2-10. https://doi.org/10.1016/j.chb.2022.107440
Chan, E. & Ilicic, J. (2019). Political ideology and brand attachment. International Journal of Research in Marketing, 36(4), 630-646. https://doi.org/10.1016/j.ijresmar.2019.04.001
Chiu, C., Chang, C., Cheng, H. & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 61-784. https://doi.org/10.1108/14684520910985710
Cohen, J. (1998). Statically power analysis for the behavioral sciences. Laurence Erlbaum Associates. https://doi.org/10.4324/9780203771587
Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment: the case “my Nutella community”. European Journal of Marketing, 40(9/10), 1087-1105. https://doi.org/10.1108/03090560610681023
Cristela, M. B., Coelho, A. & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
Dajani, D., Yaseen, S. & Dina, A. B. (2021). Investigating student–university identification. World Journal of Entrepreneurship, Management and Sustainable Development, 17(4), 729-741. https://doi.org/10.1108/WJEMSD-11-2020-0154
De Vries, N. J. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
Eisingerich, A. B., Rubera, G. Seifert, M. & Bhardwaj, G. (2011). Doing good and doing better despite negative information?: the role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1) 60-75. https://doi.org/10.1177/1094670510389164
Escalas, J. E. & Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348. https://doi.org/10.1207/S15327663JCP1303_14
Grisaffe, D. B. & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. https://doi.org/10.1016/j.jbusres.2010.11.002
Gültekin, B. & Kiliç, S. I. (2022). Repurchasing an environmental related crisis experienced automobile brand: An examination in the context of environmental consciousness, brand trust, brand affect, and resistance to negative information. Sosyoekonomi, 30(51), 241-260. https://doi.org/10.17233/sosyoekonomi.2022.01.12
Hemsley‐Brown, J. (2022). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628. https://doi.org/10.1111/ijcs.12853
Hung, H. (2014). Attachment, identification, and loyalty: Examining mediating mechanisms across brand and brand community contexts. Journal of Brand Management, 21(7-8), 594-614. https://doi.org/10.1057/bm.2014.30
Hwang, J. & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. The Journal of Product and Brand Management, 21(2), 98-108. https://doi.org/10.1108/10610421211215517
Igolkina, A. & Meshcheryakov, G. (2020). Semopy: A Python package for structural equation modeling. Structural Equation Modeling: A multidisciplinary journal, 27(6), 952-963. https://doi.org/10.1080/10705511.2019.1704289
Japutra, A., Molinillo, S. & Ekinci, Y. (2021). Do stereotypes matter for brand attachment? Marketing Intelligence & Planning, 39(4), 501-515. https://doi.org/10.1108/MIP-08-2020-0339
Johansson, U., Koch, C., Varga, N. y Zhao, F. (2018). Country of ownership change in the premium segment: Consequences for brand image. The Journal of Product and Brand Management, 27(7), 871-883. https://doi.org/10.1108/JPBM-10-2017-1651
Kamath, G. B., Ganguli, S. & Simon, G. (2021). Attachment points, team identification and sponsorship outcomes: Evidence from the Indian premier league. International Journal of Sports Marketing & Sponsorship, 22(3), 429-452. https://doi.org/10.1108/IJSMS-01-2020-0008
Kaufmann, H. R., Petrovici, D. A., Gonçalves F. C. & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747. https://doi.org/10.1016/j.jbusres.2016.05.003
Kim, C. K., Han, D. & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification. Japanese Journal of Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177
Kuo, F. P., Chen, Y. & Kuang, W. (2014). Brand relationship, consumption values and branded App adoption. Industrial Management & Data Systems, 114(8), 1131-1143. https://doi.org/10.1108/IMDS-05-2014-0132
Land Rover. (2022). La historia. https://www.landrover.es/explore-land-rover/index.html
McAlexander, J. H., Schouten, J. W. & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451
Merrilees, B., Miller, D. & Yakimova, R. (2021). Building brands through internal stakeholder engagement and co-creation. Journal of Product & Brand Management, 30(6), 806-818 https://doi.org/10.1108/JPBM-03-2020-2784
Mousavi, S., Roper, S. & Keeling, K. A. (2017). Interpreting social identity in online brand communities: considering posters and lurkers. Psychology & Marketing, 34(4), 376-393. https://doi.org/10.1002/mar.20995
Molinillo, S., Japutra, A. & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64, 1-9. https://doi.org/10.1016/j.jretconser.2021.102819
Moussa, S. (2015). I may be a twin but I’m one of a kind. Are brand attachment and brand love different names for the same construct? Qualitative Market Research: An International Journal, 18(1), 69-85. https://doi.org/10.1108/QMR-05-2013-0028
Nath, K. & Dwivedi, R. (2021). Aesthetic exploration of organizational theatrics: a case of Tata Motors’ Jaguar Land Rover acquisition. Philosophy of Management, 20, 369-386. https://doi.org/10.1007/s40926-020-00160-y
Nyadzayo, M. W., Leckie, C. & Johnson, L. W. (2020). The impact of relational drivers on customer brand engagement and brand outcomes. Journal of Brand Management, 27, 561-578. https://doi.org/10.1057/s41262-020-00198-3
Park, C. W., MacInnis, D. J. & Priester, J. (2006). Beyond attitudes: attachment and consumer behavior. Seoul National Journal, 12(2), 3-36. https://ssrn.com/abstract=961469
Reza, A. N., Devi, A. & Saqina, Q. P. (2020). Believe it or not: the effect of involvement on the credibility of image transfer through co-branding. Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2020.1731899
Rothenbuhler, E. W., Mullen, L. J., DeLaurell, R. & Ryu, C. R. (1996). Communication, community attachment, and involvement. Journalism and Mass Communication Quarterly, 73(2), 445. https://doi.org/10.1177/107769909607300214
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29, 400-419. https://doi.org/10.1057/s41262-022-00279-5
Shuv-Ami, A. (2016). The impact of the social protest on brand commitment. Journal of Enterprising Communities, 10(3), 249-261. https://doi.org/10.1177/107769909607300214
Streukens, S. & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results. European Management Journal, 34(6), 618–632. https://doi.org/10.1016/j.emj.2016.06.003
Swimberghe, K., Astakhova, M. & Wooldridge, B. (2014). A new dualistic approach to brand passion: harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665. https://doi.org/10.1016/j.jbusres.2014.04.003
Tsai, Sh. (2014). Meaning threats heighten consumer attachment: implications for global brand management. European Management Journal, 32, 991-1000. https://doi.org/10.1016/j.emj.2014.04.005
Ungerer, L. M. (2021). Love is a many-splendoured thing: brand love in a consumer culture. In: Mayer, CH., Vanderheiden, E. (eds) International Handbook of Love. Springer, Cham. https://doi.org/10.1007/978-3-030-45996-3_46
Wen, T. J. (2021). Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective. Journal of Marketing Communications, 27(6), 651-669. https://doi.org/10.1080/13527266.2020.1755884
Wong, A. (2023). How social capital builds online brand advocacy in luxury social media brand communities. Journal of Retailing and Consumer Services, 70, 1-12. https://doi.org/10.1016/j.jretconser.2022.103143
Xue, K., Wang, L., Gursoy, D. & Song, Z. (2021). Effects of customer-to-customer social interactions in virtual travel communities on brand attachment: The mediating role of social well-being. Tourism Management Perspectives, 38, 100790. https://doi.org/10.1016/j.tmp.2021.100790
Xuemei, B. & Sadia, H. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Aurier, P. & Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: an application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627. https://doi.org/10.1108/03090561211260004
Bagozzi, R. & Dholakia, U. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Balaji, M.S., Roy, S.K. & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. http://dx.doi.org/10.1016/j.jbusres.2016.01.017
Banerjee, S. & Shaikh, A. (2022). Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment. Journal of Product & Brand Management, 31(7), 1005-1017. https://doi.org/10.1108/JPBM-10-2020-3149
Berrozpe, M. A. (2015). La identificación con la marca: conceptualización, caracterización y consecuencias. Opción, 31(2), 144-161. https://produccioncientificaluz.org/index.php/opcion/article/view/20384/20297
Bhattacharya, C. B. & Sen, S. (2003). Consumer–company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://psycnet.apa.org/doi/10.1509/jmkg.67.2.76.18609
Bian, X. & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Bidmon, S. (2017). How does attachment style influence the brand attachment – brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164-189. https://doi.org/10.1080/02650487.2016.1172404
Cao, Y., Lin, J. & Zhou, Z. (2022). Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration. Computers in Human Behavior, 137(2022), 2-10. https://doi.org/10.1016/j.chb.2022.107440
Chan, E. & Ilicic, J. (2019). Political ideology and brand attachment. International Journal of Research in Marketing, 36(4), 630-646. https://doi.org/10.1016/j.ijresmar.2019.04.001
Chiu, C., Chang, C., Cheng, H. & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 61-784. https://doi.org/10.1108/14684520910985710
Cohen, J. (1998). Statically power analysis for the behavioral sciences. Laurence Erlbaum Associates. https://doi.org/10.4324/9780203771587
Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment: the case “my Nutella community”. European Journal of Marketing, 40(9/10), 1087-1105. https://doi.org/10.1108/03090560610681023
Cristela, M. B., Coelho, A. & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
Dajani, D., Yaseen, S. & Dina, A. B. (2021). Investigating student–university identification. World Journal of Entrepreneurship, Management and Sustainable Development, 17(4), 729-741. https://doi.org/10.1108/WJEMSD-11-2020-0154
De Vries, N. J. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
Eisingerich, A. B., Rubera, G. Seifert, M. & Bhardwaj, G. (2011). Doing good and doing better despite negative information?: the role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1) 60-75. https://doi.org/10.1177/1094670510389164
Escalas, J. E. & Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348. https://doi.org/10.1207/S15327663JCP1303_14
Grisaffe, D. B. & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. https://doi.org/10.1016/j.jbusres.2010.11.002
Gültekin, B. & Kiliç, S. I. (2022). Repurchasing an environmental related crisis experienced automobile brand: An examination in the context of environmental consciousness, brand trust, brand affect, and resistance to negative information. Sosyoekonomi, 30(51), 241-260. https://doi.org/10.17233/sosyoekonomi.2022.01.12
Hemsley‐Brown, J. (2022). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628. https://doi.org/10.1111/ijcs.12853
Hung, H. (2014). Attachment, identification, and loyalty: Examining mediating mechanisms across brand and brand community contexts. Journal of Brand Management, 21(7-8), 594-614. https://doi.org/10.1057/bm.2014.30
Hwang, J. & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. The Journal of Product and Brand Management, 21(2), 98-108. https://doi.org/10.1108/10610421211215517
Igolkina, A. & Meshcheryakov, G. (2020). Semopy: A Python package for structural equation modeling. Structural Equation Modeling: A multidisciplinary journal, 27(6), 952-963. https://doi.org/10.1080/10705511.2019.1704289
Japutra, A., Molinillo, S. & Ekinci, Y. (2021). Do stereotypes matter for brand attachment? Marketing Intelligence & Planning, 39(4), 501-515. https://doi.org/10.1108/MIP-08-2020-0339
Johansson, U., Koch, C., Varga, N. y Zhao, F. (2018). Country of ownership change in the premium segment: Consequences for brand image. The Journal of Product and Brand Management, 27(7), 871-883. https://doi.org/10.1108/JPBM-10-2017-1651
Kamath, G. B., Ganguli, S. & Simon, G. (2021). Attachment points, team identification and sponsorship outcomes: Evidence from the Indian premier league. International Journal of Sports Marketing & Sponsorship, 22(3), 429-452. https://doi.org/10.1108/IJSMS-01-2020-0008
Kaufmann, H. R., Petrovici, D. A., Gonçalves F. C. & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747. https://doi.org/10.1016/j.jbusres.2016.05.003
Kim, C. K., Han, D. & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification. Japanese Journal of Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177
Kuo, F. P., Chen, Y. & Kuang, W. (2014). Brand relationship, consumption values and branded App adoption. Industrial Management & Data Systems, 114(8), 1131-1143. https://doi.org/10.1108/IMDS-05-2014-0132
Land Rover. (2022). La historia. https://www.landrover.es/explore-land-rover/index.html
McAlexander, J. H., Schouten, J. W. & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451
Merrilees, B., Miller, D. & Yakimova, R. (2021). Building brands through internal stakeholder engagement and co-creation. Journal of Product & Brand Management, 30(6), 806-818 https://doi.org/10.1108/JPBM-03-2020-2784
Mousavi, S., Roper, S. & Keeling, K. A. (2017). Interpreting social identity in online brand communities: considering posters and lurkers. Psychology & Marketing, 34(4), 376-393. https://doi.org/10.1002/mar.20995
Molinillo, S., Japutra, A. & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64, 1-9. https://doi.org/10.1016/j.jretconser.2021.102819
Moussa, S. (2015). I may be a twin but I’m one of a kind. Are brand attachment and brand love different names for the same construct? Qualitative Market Research: An International Journal, 18(1), 69-85. https://doi.org/10.1108/QMR-05-2013-0028
Nath, K. & Dwivedi, R. (2021). Aesthetic exploration of organizational theatrics: a case of Tata Motors’ Jaguar Land Rover acquisition. Philosophy of Management, 20, 369-386. https://doi.org/10.1007/s40926-020-00160-y
Nyadzayo, M. W., Leckie, C. & Johnson, L. W. (2020). The impact of relational drivers on customer brand engagement and brand outcomes. Journal of Brand Management, 27, 561-578. https://doi.org/10.1057/s41262-020-00198-3
Park, C. W., MacInnis, D. J. & Priester, J. (2006). Beyond attitudes: attachment and consumer behavior. Seoul National Journal, 12(2), 3-36. https://ssrn.com/abstract=961469
Reza, A. N., Devi, A. & Saqina, Q. P. (2020). Believe it or not: the effect of involvement on the credibility of image transfer through co-branding. Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2020.1731899
Rothenbuhler, E. W., Mullen, L. J., DeLaurell, R. & Ryu, C. R. (1996). Communication, community attachment, and involvement. Journalism and Mass Communication Quarterly, 73(2), 445. https://doi.org/10.1177/107769909607300214
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29, 400-419. https://doi.org/10.1057/s41262-022-00279-5
Shuv-Ami, A. (2016). The impact of the social protest on brand commitment. Journal of Enterprising Communities, 10(3), 249-261. https://doi.org/10.1177/107769909607300214
Streukens, S. & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results. European Management Journal, 34(6), 618–632. https://doi.org/10.1016/j.emj.2016.06.003
Swimberghe, K., Astakhova, M. & Wooldridge, B. (2014). A new dualistic approach to brand passion: harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665. https://doi.org/10.1016/j.jbusres.2014.04.003
Tsai, Sh. (2014). Meaning threats heighten consumer attachment: implications for global brand management. European Management Journal, 32, 991-1000. https://doi.org/10.1016/j.emj.2014.04.005
Ungerer, L. M. (2021). Love is a many-splendoured thing: brand love in a consumer culture. In: Mayer, CH., Vanderheiden, E. (eds) International Handbook of Love. Springer, Cham. https://doi.org/10.1007/978-3-030-45996-3_46
Wen, T. J. (2021). Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective. Journal of Marketing Communications, 27(6), 651-669. https://doi.org/10.1080/13527266.2020.1755884
Wong, A. (2023). How social capital builds online brand advocacy in luxury social media brand communities. Journal of Retailing and Consumer Services, 70, 1-12. https://doi.org/10.1016/j.jretconser.2022.103143
Xue, K., Wang, L., Gursoy, D. & Song, Z. (2021). Effects of customer-to-customer social interactions in virtual travel communities on brand attachment: The mediating role of social well-being. Tourism Management Perspectives, 38, 100790. https://doi.org/10.1016/j.tmp.2021.100790
Xuemei, B. & Sadia, H. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
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May 12, 2023
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Otero Gómez, M. C., & Giraldo Pérez, W. (2023). Cognitive and affective consumer behaviors in relation to the brand. Desarrollo Gerencial, 15(1), 1–18. https://doi.org/10.17081/dege.15.1.6175
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