D O A GREEABLE / PLEASANT BRANDS GENERATE MORE LOVE AND A FFECTIVE COMMITMENT ? A STUDY ON SEVEN GLOBAL BRANDS Imene Becheur, Wesford France Noel Albert,

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DO AGREEABLE/PLEASANT BRANDS GENERATE MORE LOVE AND AFFECTIVE COMMITMENT? A STUDY ON SEVEN GLOBAL BRANDSImene Becheur, Wesford FranceNoel Albert, Wesford FrancePierre Valette-Florence, I.A.E Grenoble, France

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RESEARCH CONTEXT Agreeableness has an impact on the feeling

of love in an interpersonal context (White, Hendrick, Hendrick, 2004)

Extraversion and agreeableness are the dimensions of the OCEAN model of brand personality most linked to feeling of love (Caralis and Haslam, 2004; Wiggins, 1979)

Love is a mix of extroversion and agreeableness Schmitt and Buss (2000)

Affection, one main love dimension is linked to agreeableness and devotion (Fehr and Broughton, 2001)

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RESEARCH OBJECTIVES

Study the role of brand personality in creating strong brand relationships:

Determine whether agreeableness, a brand personality dimension is an antecedent of brand love, and if brand love has an impact on emotional commitment to the brand.

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THEORETICAL FOUNDATIONS

Based on interpersonal theories

Triangular Love Theory from Sternberg

(1986)

Shimp et Madden (1988)

Keh et al. (2007)

Kamat et al. (2007)

Colors of Love Theory from Lee (1977)

revisited by Hendrick et Hendrick (1986)

Whang et al. (2004)

No reference to interpersonal theories

Fournier (1998)

Carroll et Ahuvia (2006)

Albert (2009)

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THEORETICAL FOUNDATIONS Brand Love scale (Albert, 2009)

Passion IdealizationDream

Affection

PleasureMemoryIntimacy Unicity

2 second order

dimensions

6 first order dimensions

18 Items

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Brand personalityPioneering work of Aaker (1997) Ambroise (2009)

THEORETICAL FOUNDATIONS

Introversion Introversion

AgreeablenessconvivialitySeductionCreativity

Consciousness Conscientious

Sophistication OriginalPrecious

Fallacy CheatingAscendant

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HYPOTHESES & MODEL

Agr

eeab

lene

ss

Brand personali

ty

Brand love

Brand commitment

H.2. The more the consumer feels in love with a brand, the more his affective commitment to it increases

H1. The more a brand is agreeable, the more the consumer is in love with it

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METHODOLOGY Sample: 210 people, including 141 women

and 69 men, aged between 18 and 25 years Measures:

Brand personality: Ambroise (2010) Brand love: Albert (2010) Affective commitment : Fullerton (2003)

Brands: Seven global brands Coca Cola, Converse, Hello Kitty, Nina Ricci,

Nutella, Playstation, and Starbucks (30 persons/brand)

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PLS (Partial Least Squares) approach procedure of systematic Bootstrap (200

replications) Model adequacy with data: GoF (Goodness

of Fit) index proposed by Tenenhaus and al. (2005) 0.995 for internal GoF and 0.872 for external

GoF Our model is satisfactory since GoF is close to 1

METHODOLOGY

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RESULTS

Affective commitmentEAF1, EAF2, EAF3,

EAF4

ConvivialityATA, SYP, PLT

SeductionCH, SEDC

CreativityIMG, CRV

IdealizationId1, Id2, Id3

DreamREV1, REV3

PleasurePL1, PL2, PL3, PL4

MemorySO1, SO2, SO3

IntimacyIT1, IT2, IT3

UnicityUN1, UN2

Significant effect Non significant effect

Global model

+ +

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RESULTS

Affective commitmentEAF1, EAF2, EAF3,

EAF4

ConvivialityATA, SYP, PLT

SeductionCH, SEDC

CreativityIMG, CRV

IdealizationId1, Id2, Id3

DreamREV1, REV3

PleasurePL1, PL2, PL3, PL4

MemorySO1, SO2, SO3

IntimacyIT1, IT2, IT3

UnicityUN1, UN2

Significant effect Non significant effect

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RESULTS

Affective commitmentEAF1, EAF2, EAF3,

EAF4

ConvivialityATA, SYP, PLT

SeductionCH, SEDC

CreativityIMG, CRV

IdealizationId1, Id2, Id3

DreamREV1, REV3

PleasurePL1, PL2, PL3, PL4

MemorySO1, SO2, SO3

IntimacyIT1, IT2, IT3

UnicityUN1, UN2

Significant effect Non significant effect

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RESULTS

Affective commitmentEAF1, EAF2, EAF3,

EAF4

ConvivialityATA, SYP, PLT

SeductionCH, SEDC

CreativityIMG, CRV

IdealizationId1, Id2, Id3

DreamREV1, REV3

PleasurePL1, PL2, PL3, PL4

MemorySO1, SO2, SO3

IntimacyIT1, IT2, IT3

UnicityUN1, UN2

Significant effect Non significant effect

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RESULTS

Affective commitmentEAF1, EAF2, EAF3,

EAF4

ConvivialityATA, SYP, PLT

SeductionCH, SEDC

CreativityIMG, CRV

IdealizationId1, Id2, Id3

DreamREV1, REV3

PleasurePL1, PL2, PL3, PL4

MemorySO1, SO2, SO3

IntimacyIT1, IT2, IT3

UnicityUN1, UN2

Significant effect Non significant effect

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CONTRIBUTIONS Results show links between the

agreeableness dimension of personality, and all the love dimensions for a brand.

These links differ from a brand to another depending on the brand characteristics (personality)

In order to strengthen feelings of brand love among consumers, brands should communicate friendly characteristics (pleasant, attaching, funny, etc…)

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LIMITATIONS & NEXT STEPS Our work focused on agreeable brands

Need to compare with brand relationships of exciting or sincere brands

Use Aaker’s (1997) classification of brand personality (sincerity, excitement, competence, sophistication, Ruggedness)

Collect more data on larger samples Study the effects of good or bad emotions

on brand relationships

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DO AGREEABLE/PLEASANT BRANDS GENERATE MORE LOVE AND AFFECTIVE COMMITMENT? A STUDY ON SEVEN GLOBAL BRANDSImene BecheurNoel AlbertPierre Valette-Florence

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Affective commitmentEAF1, EAF2, EAF3,

EAF4

ConvivialityATA, SYP, PLT

SeductionCH, SEDC

CreativityIMG, CRV

IdealizationId1, Id2, Id3

DreamREV1, REV3

PleasurePL1, PL2, PL3, PL4

MemorySO1, SO2, SO3

IntimacyIT1, IT2, IT3

UnicityUN1, UN2