Consumer-Retailer Emotional Attachment: Some Antecedents and Personality Moderators

Journal of Retailing & Consumer Services, vol. 19, no. 2, pp. 218-228

35 Pages Posted: 20 Dec 2009 Last revised: 13 Dec 2013

See all articles by Pavlos A. Vlachos

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Adam Vrechopoulos

Athens University of Economics and Business

Date Written: 2012

Abstract

Since loyalty in services remains elusive and unpredictable, there is need to study consumer relationships with firms apart from the established satisfaction-loyalty chain approach. To that end, the present paper focuses on feelings of attachment and love and investigates through two empirical consumer studies, in two different grocery retailer brands, (a) emotional attachment effects on re-patronage intentions, (b) predictors of emotional attachment and, (c) moderating effects of consumer traits’ on the (a) relationship presented above. The findings imply that perceived transactional value, retail store image and corporate social responsibility (CSR) associations determine consumer-retailer emotional attachment levels. Furthermore, we find that for consumers scoring low on the social value of warm relationships with others, and for consumers characterized by an avoidant attachment style, the effect of emotional attachment on re-patronage intentions is less salient. Interestingly, in the case of high avoidant individuals the effect is negative. Direct managerial implications for effectively manipulating consumer-firm emotional attachment in the context of grocery retailing as well as future research perspectives are provided at the end.

Keywords: Emotional Attachment, Loyalty, Consumer Behaviour, Retailing

JEL Classification: M31

Suggested Citation

Vlachos, Pavlos A. and Vrechopoulos, Adam, Consumer-Retailer Emotional Attachment: Some Antecedents and Personality Moderators (2012). Journal of Retailing & Consumer Services, vol. 19, no. 2, pp. 218-228. Available at SSRN: https://ssrn.com/abstract=1525912 or http://dx.doi.org/10.2139/ssrn.1525912

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

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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