When Brand Personality Matters: The Moderating Role of Attachment Styles

Journal of Consumer Research, Vol. 35, No. 6, pp. 985-1002, 2009

18 Pages Posted: 7 Mar 2012

See all articles by Vanitha Swaminathan

Vanitha Swaminathan

University of Pittsburgh

Karen Stilley

Saint Vincent College

Rohini Ahluwalia

University of Minnesota - Twin Cities - Carlson School of Management

Date Written: March 6, 2012

Abstract

This research examines the moderating role of consumer’s attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes including brand attachment, purchase likelihood and brand choice. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities. Further, the results indicate that the level of avoidance predicts the types of brand personality that are most relevant to anxious individuals. Specifically, under conditions of high avoidance and high anxiety, individuals exhibit a preference for exciting brands; however, under conditions of low avoidance and high anxiety, individuals tend to prefer sincere brands. The differential preference for sincere (versus exciting) brand personality emerges in public (vs. private) consumption settings and in settings where interpersonal relationship expectations are high, supporting a signaling role of brand personality in these contexts.

Keywords: brand attachment, brand personality, attachment theory, signaling with brands

JEL Classification: M37, M31

Suggested Citation

Swaminathan, Vanitha and Stilley, Karen and Ahluwalia, Rohini, When Brand Personality Matters: The Moderating Role of Attachment Styles (March 6, 2012). Journal of Consumer Research, Vol. 35, No. 6, pp. 985-1002, 2009, Available at SSRN: https://ssrn.com/abstract=2016822

Vanitha Swaminathan (Contact Author)

University of Pittsburgh ( email )

135 N Bellefield Ave
Pittsburgh, PA 15260
United States

Karen Stilley

Saint Vincent College ( email )

300 Fraser Purchase Road
Latrobe, PA 15650-2690
United States

Rohini Ahluwalia

University of Minnesota - Twin Cities - Carlson School of Management ( email )

19th Avenue South
Minneapolis, MN 55455
United States

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