Consumer-Retailer Emotional Attachment: Some Antecedents and the Moderating Role of Attachment Anxiety

European Journal of Marketing, vol. 44, nos. 9&10, pp. 1478-1499

39 Pages Posted: 12 May 2008 Last revised: 29 Apr 2014

See all articles by Pavlos A. Vlachos

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Aristeidis Theotokis

Leeds University Business School; Athens University of Economics and Business, Department of Management Science and Technology

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology

Adam Vrechopoulos

Athens University of Economics and Business

Date Written: 2010

Abstract

Brands enjoy significant benefits with emersion in emotionally strong relationships. These benefits include positively biased brands perceptions, devaluation of alternatives, true brand loyalty, and positive word-of-mouth communication, among others. The present study investigates the phenomenon of emotional attachment in the consumer-brand dyad and in the context of in-store grocery retailing. Specifically the study investigates the next set of questions. Is brand emotional attachment an important strategic goal for grocery retailers? In which strategic assets should the retailer invest in order to build emotional connections with its customers? Does context matter with respect to personality characteristics? Rooted in the theoretical framework of brand attachment, adult attachment, and place attachment literatures, the present study investigates service brand emotional attachment determinants, consequences, and the moderating effects of relationship anxiety. Results identify brand trust, employees trust, interpersonal likeability, enjoyment, brand self-expressiveness, place dependence, and place identity as significant predictors of consumer-brand emotional attachment. Emotional attachment is itself in turn a strong predictor of behavioral loyalty, while relationship anxiety appears to multiply the effects of emotional attachment on behavioral loyalty.

Keywords: Consumer-firm emotional attachment, attachment antecedents, consumer loyalty, attachment theory, attachment anxiety, grocery retailing

JEL Classification: M31

Suggested Citation

Vlachos, Pavlos A. and Theotokis, Aristeidis and Pramatari, Katerina and Vrechopoulos, Adam, Consumer-Retailer Emotional Attachment: Some Antecedents and the Moderating Role of Attachment Anxiety (2010). European Journal of Marketing, vol. 44, nos. 9&10, pp. 1478-1499 . Available at SSRN: https://ssrn.com/abstract=1130853

Pavlos A. Vlachos (Contact Author)

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

Aristeidis Theotokis

Leeds University Business School ( email )

Leeds LS2 9JT
United Kingdom

Athens University of Economics and Business, Department of Management Science and Technology ( email )

76 Patission Street
Athens, 104 34
Greece

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece
+30 210 8203663 (Phone)
+30 219 8203664 (Fax)

HOME PAGE: http://www.eltrun.aueb.gr

Adam Vrechopoulos

Athens University of Economics and Business ( email )

76 Patission Street
Athens, 104 34
Greece

HOME PAGE: http://www.dmst.aueb.gr

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