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

18

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