DO AGREEABLE/PLEASANT BRANDS
GENERATE MORE LOVE AND
AFFECTIVE COMMITMENT? A STUDY
ON SEVEN GLOBAL BRANDS
Imene Becheur, Wesford France
Noel Albert, Wesford France
Pierre Valette-Florence, I.A.E Grenoble, France1
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) 2
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.
3
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) 4
THEORETICAL FOUNDATIONS
Brand Love scale (Albert, 2009)
Passion IdealizationDream
Affection
PleasureMemoryIntimacyUnicity
2 second orderdimensions
6 first orderdimensions
18 Items
5
Brand personality
Pioneering work of Aaker (1997)Ambroise (2009)
THEORETICAL FOUNDATIONS
6
Introversion Introversion
AgreeablenessconvivialitySeductionCreativity
Consciousness Conscientious
SophisticationOriginalPrecious
FallacyCheatingAscendant
HYPOTHESES & MODEL
7
Ag
ree
ab
len
ess
Brand personality
Brand love
Brand commitment
H.2. The more theconsumer feels in love witha brand, the more hisaffective commitment to itincreases
H1. The more a brand isagreeable, the more theconsumer is in love withit
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)
8
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
9
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 effectNon significant effect
10
Global model
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 effectNon significant effect
11
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 effectNon significant effect
12
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 effectNon significant effect
13
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 effectNon significant effect
14
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…)15
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
16
DO AGREEABLE/PLEASANT BRANDS
GENERATE MORE LOVE AND
AFFECTIVE COMMITMENT? A STUDY
ON SEVEN GLOBAL BRANDS
Imene Becheur
Noel Albert
Pierre Valette-Florence17