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Type: Journal article
Title: Competence enhancement and anticipated emotion as motivational drivers of brand attachment
Author: Proksch, M.
Orth, U.
Cornwell, T.
Citation: Psychology and Marketing, 2015; 32(9):934-949
Publisher: Wiley
Issue Date: 2015
ISSN: 0742-6046
Statement of
Michael Proksch, Ulrich R. Orth, T. Bettina Cornwell
Abstract: Focusing on the motivational processes underlying consumer attachments to brands, this research examines how competence enhancement and anticipated emotion (anxiety and joy) contribute to attachment. Personal attachment style (attachment anxiety) and type of motivation (intrinsic vs. extrinsic) are included as individual differences. Employing two field studies across different contexts indicates that competence enhancement leads to stronger attachments with anticipated anxiety (avoidance) and joy (approach) mediating this relationship. Analyses of moderated mediation further show that the effect mediated through anticipated emotion is stronger under conditions of high extrinsic and low intrinsic motivation, and when individual attachment anxiety is low. Implications for brand attachment research and management are discussed. © 2015 Wiley Periodicals, Inc.
Rights: © 2015 Wiley Periodicals, Inc.
DOI: 10.1002/mar.20828
Appears in Collections:Aurora harvest 3
Business School publications

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