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Brand relationships: strengthened by emotion, weakened by attention

Author

Listed:
  • Agnès Nairn

    (EM - EMLyon Business School)

  • Robert Heath
  • David Brandt

Abstract

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships. This assertion is tested using a new research copy-testing system - the CEPTMTest - and the results confirm that favorability toward brands is strongly correlated with emotional content in advertising, but not with factual content. However, learning from psychology indicates that high attention weakens the effect of emotional content, so the implications are that advertising aimed at building strong brand relationships might be more effective if processed at lower levels of attention.

Suggested Citation

  • Agnès Nairn & Robert Heath & David Brandt, 2006. "Brand relationships: strengthened by emotion, weakened by attention," Post-Print hal-02311769, HAL.
    • Handle: RePEc:hal:journl:hal-02311769
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    Citations

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    Cited by:

    1. Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
    2. Nierobisch, Tim & Toporowski, Waldemar & Dannewald, Till & Jahn, Steffen, 2017. "Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 117-137.
    3. Yagmur Ozyer, 2016. "Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 161-169, February.
    4. Shibly, Sirajul A. & Chatterjee, Subimal, 2020. "Surprise rewards and brand evaluations: The role of intrinsic motivation and reward format," Journal of Business Research, Elsevier, vol. 113(C), pages 39-48.
    5. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    6. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
    7. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    8. Asaad H. Almohammad, 2016. "Toward a Theory of Political Emotion Causation," SAGE Open, , vol. 6(3), pages 21582440166, August.
    9. Mejía, Juan Camilo & Rosas, Mario Fernando Arcos, 2020. "Relacionamiento de marca: análisis de perspectivas y trascendencia en la gestión," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 242-265, July.
    10. Charles S Chien & Wan-Chen Wang & Luiz Moutinho & Yun-Maw Cheng & Tsang-Long Pao & Yu-Te Chen & Jun-Heng Yeh, 2007. "Applying Recognition Of Emotions In Speech To Extend The Impact Of Brand Slogan Research," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 115-132.
    11. Ivana First & Marija Tomić, 2011. "Formal and Informal Communication Channels in Creating Corporate Brand Image and Preference," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 23(1), pages 45-61.
    12. Ivanete Schneider Hahn & Flavia Luciane Scherer & Kenny Basso & Marindia Brachak dos Santos, 2016. "Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation," Brazilian Business Review, Fucape Business School, vol. 13(4), pages 49-71, July.
    13. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    14. Hudson, Simon & Roth, Martin S. & Madden, Thomas J. & Hudson, Rupert, 2015. "The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees," Tourism Management, Elsevier, vol. 47(C), pages 68-76.
    15. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    16. Silva, Joaquim & Sá, Elisabete Sampaio & Escadas, Marco & Carvalho, Joana, 2021. "The influence of ambient scent on the passengers’ experience, emotions and behavioral intentions: An experimental study in a Public Bus service," Transport Policy, Elsevier, vol. 106(C), pages 88-98.
    17. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    18. Emmanuel Mogaji, 2016. "This advert makes me cry: Disclosure of emotional response to advertisement on Facebook," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1177906-117, December.

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