This paper aims to show the effect of frequent positive emotions on the formation of brand attachment. Therefore, this paper will start by looking at several current research findings to determine definitions for divisive terms and to build up a conceptual framework which supports the constructed hypotheses on the formation of brand attachment.
More endorsement is given by a realized quantitative study which researches positive emotions and constituents of dependent variables like brand attachment. Even though variances are inevitable, a study on the topic ought not to be rendered to be redundant, since the topic lacks scientific studies, in comparison to other economic fields, due to novelty. By juxtaposing the framework and study in opposition to the hypotheses, one will see to which extent frequent positive emotions lead to positive outcomes which results then find their way into marketing departments and provide action alternatives.
Current researches have discovered that there is a connection between feeling good and attaching oneself to an entity. This entity referred in the past exclusively to human entities, however, economists are emphasizing the equality between human beings and inhuman entities, like brands. Happiness, as already mentioned, is a value which is hard to capture, because of the lack of a universal definition and also because feelings are difficult to inquire into due to the fact that present circumstances always have their effects on the current state of an individual. This makes variances in the measurement of happiness inevitable.
Table of Contents
1.Introduction
2.Conceptual Framework
2.1.Happiness
2.1.1.Definition of Happiness
2.1.2.Broaden-and-Build Theory
2.2.Brand Attachment
2.2.1.Self-Expansion Model
2.2.2.Definition of Brand Attachment
2.3.Formation of Hypotheses
3.Study
3.1.Structure of the Study
3.2.Data Cleansing and Data Preparation
3.3.Evaluation
3.3.1.Hypothesis 1: PA Leads to the Usage of New Brands
3.3.2.Hypothesis 2: New Perceptions of Various Facets mediates BSC
4.Conclusion
5.Works Cited
Objectives & Research Topics
This thesis examines the causal relationship between frequent positive emotions and the formation of brand attachment, specifically investigating whether individuals with higher positive affect are more inclined to explore new brands and integrate them into their self-concept through new perceptions.
- Analysis of the broaden-and-build theory in the context of consumer behavior.
- Application of the self-expansion model to non-relational, brand-related contexts.
- Investigation of positive affect as a driver for initial brand usage.
- Evaluation of the mediating role of new brand perceptions in forming brand-self connections.
- Strategic implications for marketing communication and brand management.
Excerpt from the Book
1. Introduction
Happiness is considered to be one of the most mentioned goals in life. Many factors play an important role when it comes to happiness. Therefore, it is difficult to say when someone is really happy, fortified by the fact that everyone has another connotation of this desired feeling. Even though, most people know what makes them happy, the outcome of happiness is only rarely mentioned. Nonetheless, it is this outcome which leaves scientists curious. The topic of frequent positive emotions has already found its way into psychology, after years of being ignored and the focus lying on negative emotions. Now positive emotions acquire greater importance not only in psychology, but also in other socio-cultural subjects like social science and economics. Particularly, the marketing departments are greatly interested in the topic of positive emotions as traditional marketing methods do not acquire the coveted sales anymore. Therefore, this paper will attempt to make a contribution to this current relevant topic to adjust communication strategies for marketing departments. This currency is also mirrored in the repeated publishing of this topic. Considerable is the change from negative emotions to positive emotions in psychology to positive emotions in marketing and its role on the formation of brand attachment.
Summary of Chapters
1.Introduction: Introduces the research motivation by highlighting the growing importance of positive emotions in marketing and their potential role in brand attachment.
2.Conceptual Framework: Establishes the theoretical foundation by defining happiness, the broaden-and-build theory, the self-expansion model, and brand attachment.
2.1.Happiness: Examines the definition of happiness as a component of subjective well-being and its role in human life.
2.1.1.Definition of Happiness: Discusses diverse perspectives on happiness and differentiates it from other affective states like moods or pleasures.
2.1.2.Broaden-and-Build Theory: Explains how positive emotions broaden an individual's thought-action repertoire and help build lasting personal resources.
2.2.Brand Attachment: Explores the concept of anthropomorphism and the parallels between human relationships and brand connections.
2.2.1.Self-Expansion Model: Details the theory that individuals are intrinsically motivated to integrate new entities into their self-concept.
2.2.2.Definition of Brand Attachment: Defines brand attachment as the cognitive and emotional bond between an individual and a brand, distinguishing it from brand attitude.
2.3.Formation of Hypotheses: Derives two central hypotheses regarding the link between positive affect, new brand usage, and the development of brand-self connections.
3.Study: Presents the methodology and empirical evaluation of the proposed hypotheses based on a quantitative survey.
3.1.Structure of the Study: Describes the design of the online questionnaire used to gather data from 1039 participants.
3.2.Data Cleansing and Data Preparation: Outlines the process of filtering participants and creating variables from the collected data using SPSS.
3.3.Evaluation: Analyzes the empirical results against the hypotheses using regression models and a mediation analysis.
3.3.1.Hypothesis 1: PA Leads to the Usage of New Brands: Confirms that individuals experiencing frequent positive emotions are more likely to use new brands.
3.3.2.Hypothesis 2: New Perceptions of Various Facets mediates BSC: Examines whether new brand perceptions mediate the effect of positive affect on brand-self connection, finding the hypothesis disproved.
4.Conclusion: Summarizes the study's findings, implications for marketing strategy, and suggestions for future research.
5.Works Cited: Provides the comprehensive list of academic literature used throughout the thesis.
Keywords
Positive Affect, Brand Attachment, Self-Expansion Model, Broaden-and-Build Theory, Brand-Self Connection, Consumer Behavior, Happiness, Brand Anthropomorphism, Brand Prominence, Marketing Strategy, Human Flourishing, Quantitative Study.
Frequently Asked Questions
What is the primary focus of this research?
This work explores the impact of frequent positive emotions on consumer behavior, specifically looking at how these emotions contribute to the formation of brand attachment through the broadening of thought-action repertoires.
What are the central thematic areas of the study?
The core themes include happiness research, the broaden-and-build theory, the self-expansion model, brand anthropomorphism, and the psychological mechanisms behind consumer-brand relationships.
What is the main research question or goal?
The goal is to determine if positive affect acts as a catalyst for individuals to try new brands and if this process eventually leads to a stronger emotional and cognitive bond (brand attachment) with those brands.
Which scientific methodology is utilized?
The research employs a quantitative approach, utilizing an online questionnaire to gather data from over 1000 participants, which is then analyzed using IBM SPSS Statistics to test regression models and mediation hypotheses.
What topics are covered in the main section?
The main section covers the theoretical framework defining happiness and brand attachment, the development of specific hypotheses based on established psychological models, and the empirical evaluation of these hypotheses using study data.
Which keywords best characterize this work?
Key terms include Positive Affect, Brand Attachment, Self-Expansion, Broaden-and-Build Theory, and Brand-Self Connection.
Does the study confirm that positive emotions lead to brand-self connection?
While the study confirms that positive emotions lead to the usage of new brands, it does not find a significant direct mediation effect of "new perceptions" on brand-self connection as hypothesized.
What practical advice is given to marketing departments?
Marketing departments are encouraged to actively promote new facets of their brands to help consumers move past stereotypical views, thereby fostering deeper brand-self connections and potentially increasing brand loyalty and premium price willingness.
How does the author define brand anthropomorphism?
Brand anthropomorphism is defined as the extent to which a consumer perceives a branded product as an actual human being, which serves as a fundamental requirement for forming an attachment.
Why are personal resources significant in this study?
Personal resources, such as social and cognitive gains, are significant because the broaden-and-build theory suggests that these are accumulated during states of happiness and are essential for an individual's growth and identity expansion, including through brand relationships.
- Quote paper
- Kevin J. Zuchanek (Author), 2018, The Effect Of Frequent Positive Emotions On The Formation Of Brand Attachment, Munich, GRIN Verlag, https://www.grin.com/document/542372
