The influence of affective experiences on consumer attachment to brands is seemingly significant. Yet, empirical research dealing with this phenomenon is surprisingly limited. In particular, there appears to be a dearth of research that deals with the manner in which consumers cognitively process affective experiences. This study draws on prior conceptual evidence to develop and test hypotheses relating to the attributional responses used by consumers when experiencing affect during their visit to tourism destinations. In general, the results support the hypotheses and provide several key contributions. A total of 2,557 male and female visitors were recruited from various tourist attractions in the twelve regional destinations in seven countries including Australia (Western Hills), Austria (Wachovia, Burgenland), France (Burgundy), Italy (Tuscany, Marche), Spain (Rioja, Ribera del Duero), Switzerland (Geneva), and the United States (Napa, Sonoma, Sierra Foothills). Wine regions and wines were selected because wine is a hedonically rich category with strong regional ties, and thus particularly suitable for examining the influence of affective experiences on attachments (Jiang & Wang, 2006). This research found that causal attributions mediate the affective experience – brand attachment relation. Thus, not only do consumers generate causal attributions when experiencing a destination, but our results suggest that they are used to form subsequent brand attachments. Second, the strength of the focal brand’s name influences consumers’ responses to the affective experience. Findings of this study hold a number of implications for managers.
Having a Great Vacation and Blaming the Wines: An Attribution Theory Perspective on Consumer Attachments to Regional Brands / M.Faraoni; U.Orth; A. Stockl; J.Brouard; A.Cavicchi; M.Larreine; B. Lecat; J.Olsen; C.Rodriguez-Santos; C.Santini; R.Veale; D.Wilson. - In: JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. - ISSN 0092-0703. - STAMPA. - (2010), pp. 0-0. (Intervento presentato al convegno Academy of marketing science annual conference tenutosi a Portland nel 24-25 maggio 2010).
Having a Great Vacation and Blaming the Wines: An Attribution Theory Perspective on Consumer Attachments to Regional Brands
FARAONI, MONICA;
2010
Abstract
The influence of affective experiences on consumer attachment to brands is seemingly significant. Yet, empirical research dealing with this phenomenon is surprisingly limited. In particular, there appears to be a dearth of research that deals with the manner in which consumers cognitively process affective experiences. This study draws on prior conceptual evidence to develop and test hypotheses relating to the attributional responses used by consumers when experiencing affect during their visit to tourism destinations. In general, the results support the hypotheses and provide several key contributions. A total of 2,557 male and female visitors were recruited from various tourist attractions in the twelve regional destinations in seven countries including Australia (Western Hills), Austria (Wachovia, Burgenland), France (Burgundy), Italy (Tuscany, Marche), Spain (Rioja, Ribera del Duero), Switzerland (Geneva), and the United States (Napa, Sonoma, Sierra Foothills). Wine regions and wines were selected because wine is a hedonically rich category with strong regional ties, and thus particularly suitable for examining the influence of affective experiences on attachments (Jiang & Wang, 2006). This research found that causal attributions mediate the affective experience – brand attachment relation. Thus, not only do consumers generate causal attributions when experiencing a destination, but our results suggest that they are used to form subsequent brand attachments. Second, the strength of the focal brand’s name influences consumers’ responses to the affective experience. Findings of this study hold a number of implications for managers.File | Dimensione | Formato | |
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