Political ideology and brand attachment |
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| Institution: | 1. University of Groningen, Faculty of Economics and Business, Duisenberg Bldg., Nettlebosje 2, Groningen NL 9700 AK, the Netherlands;2. Grenoble Ecole de Management, Univ Grenoble Alpes ComUE, Marketing and Sales Department, B.P. 127 - 12, rue Pierre-Sémard, F - 38003 Grenoble, Cedex 01, France;3. Coggin College of Business, University of North Florida, 1 UNF Drive, Building 42, Office 3407, Jacksonville, FL 32224, United States of America;1. Department of Marketing, Belk College of Business, University of North Carolina-Charlotte, 9201 University City Blvd., Charlotte, NC 28223, United States of America;2. Sheldon B. Lubar School of Business Administration, University of Wisconsin-Milwaukee, Milwaukee, WI 53211, United States of America;1. Department of Marketing, Jones Graduate School of Business Rice University, 6100 Main St, Houston, TX 77005, United States of America;2. Department of Marketing, Trulaske College of Business University of Missouri Columbia, MO 65211, United States of America;1. Farmer School of Business, Miami University, 800 E. High Street, Oxford, OH, United States of America;2. Kelley School of Business, Indiana University, 1309 E. 10th Street, Bloomington, IN, United States of America |
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| Abstract: | We introduce political conservatism as possibly associated with brand attachment. We propose that conservatism, in particular, might be related to stronger attachment bonds to brands due to greater feelings of uncertainty, encouraging consumers to seek security via forming brand attachment bonds. In five studies, we demonstrate a relationship between conservatism and brand attachment. Uncertainty is able to explain the relationship, as attachment bonds to brands can appease conservatives' uncertainty. We also observe downstream consequences for price sensitivity and purchase intentions. Finally, the relationship may arise primarily for a brand with a domestic (vs. foreign) country-of-origin. Accordingly, consumers' political ideology may play a role in brand attachment with implications for how brand managers can segment or target the market in order to predict consumer–brand relationships. We situate our work more generally on the relevance of consumers' political ideology for marketing activities. |
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