Les émotions positives sont-elles prépondérantes pour expliquer l'attachement à la marque ? Une application aux marques de presse
auteurs
mots-clés
- Attachement à la marque
- Une application aux marques de presse
- Prépondérantes
- Émotions positives
type de document
COMMrésumé
The objective of this research is to study the influence of positive vs. negative emotions on press title brand attachment. A quantitative study was conducted among 1204 regular or occasional readers of 6 main press titles. Results show that readers feel positive and negative emotions vis-à-vis press title they read and that these emotions have been able to impact their attachment to their press title. In addition results demonstrate the primacy of positive emotions on press title brand attachment. Emotions that are the most influential are joy, gratitude, surprise and tranquillity. Emotions of envy and love also have an impact but of lesser importance. Finally, the impact of negative emotions of attachment is also significant but more modest.