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The Relationship between Brand Attachment and Consumers' Emotional

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 Journal of Relationship Marketing

ISSN: 1533-2667 (Print) 1533-2675 (Online) Journal homepage: http://www.tandfonline.com/loi/wjrm20

The Relationship between Brand Attachment and

Consumers' Emotional Well-Being

Leonardo Aureliano-Silva, Suzane Strehlau & Vivian Strehlau

To cite this article: Leonardo Aureliano-Silva, Suzane Strehlau & Vivian Strehlau (2018): The
Relationship between Brand Attachment and Consumers' Emotional Well-Being, Journal of
Relationship Marketing, DOI: 10.1080/15332667.2017.1391058

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 JOURNAL OF RELATIONSHIP MARKETING
, VOL. , NO. , –
https://doi.org/./..

The Relationship between Brand Attachment and

Consumers’ Emotional Well-Being
a,b
Leonardo Aureliano-Silva , Suzane Strehlaub , and Vivian Strehlaub
a
Master Program in Food and Beverage Management, Universidade Anhembi Morumbi (UAM), São Paulo,
Brazil; b Master Program in Consumer Behavior, Escola Superior de Propaganda e Marketing (ESPM), São
Paulo, Brazil

ABSTRACT KEYWORDS
The purpose of the study was to examine the relationship attachment; brand;
emotional well-being; luxury
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between brand attachment and emotional well-being of con-

sumers based on the need for personal image management and
feelings of arrogant pride. A study of 107 consumers of the Calvin
Klein brand was performed. Data were analyzed using the struc-
tural equations modeling technique. The results indicated a posi-
tive relationship between brand attachment and emotional well-
being of consumers. A relationship was also identified between
brand attachment, image management, and emotional well-
being, and brand attachment and arrogant pride. No relationship
was identified between arrogant pride and emotional well-being.

Introduction
The literature on luxury brands reveals that consumers take luxury into account in
their purchasing decisions for a variety of reasons: guarantee of quality, demonstra-
tion of status, exclusivity, construction of self-image, or emotional ties to the brand
(Belk, 1988, Patwardhan & Balasubramanian 2013, Rossiter & Bellman, 2012, Aron
& Aron, 1986).
These motives suggest that consumers become attached to a brand as a way to
ensure that they feel emotionally secure and satisfied about the consumption pro-
cess. Viewed from this perspective, luxury brands serve as an emotional support
for consumers. The theory of attachment is applied to examine the phenomenon
in the field of marketing, identifying the interest of consumers in establishing rela-
tionships with brands which are capable of serving as attachment figures (Flight &
Sacramento, 2015; Alex & Joseph, 2012; Dolbec & Chebat, 2013; Raut & Brito, 2014),
and thereby influencing their emotional state.
The theory was developed originally by Bowlby (1969), at the time a member
of the British Society of Psychoanalysis (Kurth, 2013). The theory of attachment

CONTACT Leonardo Aureliano-Silva leonardoaureliano@outlook.com , Casa do Ator, Street, São Paulo,
Brazil.
Color versions of one or more of the figures in the article can be found online at www.tandfonline.com/wjrm.
©  Taylor & Francis Group, LLC
 2 L. AURELIANO-SILVA ET AL.

is based on etiology, the study of animal behavior, and developmental psychology

(Bretherton, 1992). Widely used in the field of human psychology, the theory of
attachment describes how individuals seek out figures to provide refuge and protec-
tion (Bowlby, 1969; Cortina, 2013). According to the theory, attachment occurs in
interpersonal relationships during infancy, when the figures closest to the individ-
ual, such as parents or caregivers, represent the first objects of attachment, as well as
the basis for fantasy construction, used as a means to confront conflict, anxiety, or
fear (Cortina, 2013; Pace & Zavattini, 2011). The phenomenon of brand attachment
may have its roots in the behavior exhibited by consumers during infancy that resur-
faces in adulthood through the consumption of prestigious brands. In accordance
with the theory, it is believed that individuals become attached to luxury brands to
feel emotionally well; that is, more secure and protected.
Researchers in the field of marketing have looked at the emotional phenomena
of consumption, such as brand love and pride (Batra, Ahuvia, & Bagozzi, 2012; Pat-
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wardhan & Balasubramanian, 2013; Rossiter & Bellman, 2012; Sarkar, Ponnam, &
Murthy, 2012). Other researchers have endeavored to develop instruments for mea-
suring brand love, as well as identifying the antecedents and consequences of the
phenomenon (Albert & Valette-Florence, 2010; Sarkar et al., 2012).
The literature reinforces the idea that consumers seek attachment to brands in
part, at least, as a way of maintaining their emotional well-being, insofar as con-
sumers see in given brands the figure of their identity formation and protection.
In the light of the theory of attachment and studies in the field of marketing, the
following research question is proposed: What is the relationship between brand
attachment and emotional well-being of consumers?
This article is organized as follows. The first section lays out the central the-
ory of the study and theoretical and empirical research to support the related
hypotheses. The following section provides a description of the method applied.
Finally, the study concludes with an analysis of the data, results, and bibliographical
references.

Theoretical framework
The attachment theory was developed originally by Bowlby (1969), at the time a
member of the British Society of Psychoanalysis (Kurth, 2013). The theory was ini-
tially based on etiology, the study of animal behavior, and developmental psychol-
ogy (Bretherton, 1992). Widely used in the field of human psychology, the theory
explains how individuals seek out figures to provide refuge and protection as a way
of augmenting their emotional well-being (Bowlby, 1969; Cortina, 2013). According
to the theory, parents are the first attachment figures infants seek to manage conflict,
anxiety, and fear (Cortina, 2013; Pace & Zavattini, 2011).
This study applies the theory with a view to establishing a relationship between
attachment theory and consumer attachment to luxury brands as a means to secure
emotional well-being through consumption.
 JOURNAL OF RELATIONSHIP MARKETING 3

Luxury brand
Researchers in the marketing field have looked at how and why consumers relate
to brands (Fournier, 1998; Raut & Brito, 2014). This relationship can be seen as a
form of attachment to a figure—in this case, a brand—which offers safety, status,
and exclusivity to consumers, thereby enhancing their emotional well-being.
From the perspective of the theory of attachment (Bowlby, 1969; Cortina, 2013),
brands may serve as figures of emotional support and influence the emotional well-
being of consumers when they feel insecure.
Other marketing studies have found interest among consumers in establishing
relationships with brands as a means for social, psychological, and emotional sup-
port (Raut & Brito, 2014). At the same time, studies have also found that breaking the
relationship between consumers and brands can influence self-esteem and identity
(Emile & Craig-Lees, 2011; Truong & McColl, 2011).
These efforts have led other academics to endeavor to understand the dynamics
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of the relationship between consumers and brands. Banytė, Jokšaitė, and Virvilaitė
(2007) define brand relationship as the personal identification of consumers with
the brand. Some of the aspects of the relationship consumers forge with brands are
described in the literature as attachment; the focus of this study was confidence,
loyalty, and commitment to a brand.
Research studies have found that the personality of a brand influences the rela-
tionship with consumers. The personality of a brand is the set of human characteris-
tics projected by the brand (Aaker, 1997), which can serve to express the individual’s
personality (Belk, 1988). Some of the traits that make up brand personality are sin-
cerity, sophistication, and capacity to generate positive emotions for the consumer.
These traits enable consumers to identify with the brand and contribute to construc-
tion of the self (Aron & Aron, 1986).
Another phenomenon examined in the marketing field refers to brand love
(Batra, Ahuvia, & Bagozzi, 2012; Patwardhan & Balasubramanian, 2013; Rossiter
& Bellman, 2012; Sarkar et al., 2012). Researchers have attempted to develop instru-
ments to measure brand love, as well as identify the antecedents and consequences
of the phenomenon (Albert & Valette-Florence, 2010; Sarkar et al., 2012).
The study of brand love suggests that consumers establish emotional ties to
brands, similar to those established with an individual, with the objective of feel-
ing emotionally well.

Brand attachment
The phenomenon of brand attachment and the respective construct are relatively
new in the marketing literature. But they are important for understanding how con-
sumers use brand consumption, especially luxury brands, to feel secure emotionally.
Studies have put forth a variety of reasons for brand attachment. Flight and
Sacramento (2015) identified a positive relationship between brand attachment and
 4 L. AURELIANO-SILVA ET AL.

compulsive buying, concluding that consumers engage in this behavior when they
are dissatisfied with their personal image.
The perception of a correlation between the personality of a brand and the
consumer’s image is a factor in increased brand loyalty and emotional attach-
ment (Alex & Joseph, 2012). Tsiotsou (2010) identified two pre-requisites for brand
attachment: capacity of expression of the self and importance of the brand to the
consumer.
Dolbec and Chebat (2013) found that positive experiences with a brand drive
consumer attachment. Zhang and Kim (2013) noted that brand attachment mea-
sures the consumer’s commitment to the brand community in which he or she
participates. Malär, Krohmer, Hoyer, and Nyffenegger (2011)) reported that the
self-perception of consumers has a significant impact on emotional attachment to
a given brand.
The studies reveal that consumers use brands to improve their image and
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emotional state, including when they are dissatisfied with their own image. The
phenomenon of attachment emerges in cases in which a consumer has a need
to re-establish his or her emotional well-being and, to this end, engages in the
consumption of luxury brands to meet this need in different stages of life.
One of the factors that may impel individuals to attach to a luxury brand is the
intent to use the brand for personal image management. By exploiting the prestige
and status of a brand, consumers will tend to feel better emotionally when they are
dissatisfied with their own image.

Brands as an instrument of personal image management

Personal image management has been the subject of study in the field of psychology.
The concept describes how individuals use verbal and non-verbal signs to emit
messages and elevate their perception of emotional well-being (Jansen, König,
Kleinmann, & Melchers, 2012; Pontari & Glenn, 2012; Johnsen, Kummervold, &
Wynn, 2014; Herman & Arkin, 2013).
The phenomenon, known as personal image management, is a psychological
process aimed at emitting and controlling information on oneself (Schlenker,
Dlugolecki, & Doherty, 1994) and feeling emotionally well. It is a behavioral
approach through which individuals seek social approval by adapting to the norms
and expectations of others (Mažeikienė & Pelecki, 2011). This type of behavior
occurs when individuals performing a given act wish to draw the attention of others
to their performance (Lewis, 2005). In these cases, the brand is a symbol utilized by
consumers to emit positive information and feel better about themselves when in
contact with other people, including romantic partners (Yajin & Griskevicius, 2013;
Dosmukhambetova, 2013).
Because luxury brands express financial power and superiority, the feelings con-
nected to pride in consumers are thought to interfere in decisions related to the
purchase of luxury brands and the emotional well-being of consumers.
 JOURNAL OF RELATIONSHIP MARKETING 5

Consumer pride
Studies have shown the influence of feelings of pride on consumer behavior (Mcfer-
ran, Aquino, & Tracy, 2011; Louro, Pieters, & Zeelenberg, 2005; Schindler, 1998),
which acts to moderate choices and motivate them to perform social norms through
consumption (Sredl, 2009). It is argued that differences in pride and self-control have
an influence on product repurchase decisions (Louro et al., 2005).
The effect of discounts on repurchase decisions and the relationship with con-
sumer pride were analyzed. Researchers found that consumers with high pride are
more inclined to engage in product repurchases than individuals with low pride,
who display greater control of their behavior. According to research, the intention
to repurchase a product and obtain a discount serves as a way to express social influ-
ence for consumers with high pride.
The literature on pride indicates the existence of two categories: authentic pride
and arrogant pride. For the purposes of the study, arrogant pride was examined,
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to the extent that this category makes individuals feel superior to others. Arrogant
pride was selected because it is one of the attributes coveted by consumers of luxury
brands.

Development of hypotheses
Previous research has found that consumers relate with brands or manifest love
feelings for them as a way of re-establishing their emotional well-being (Emile &
Craig-Lees, 2011; Truong & McColl, 2011; Raut & Brito, 2014). Based on these
studies, hypothesis H1 is proposed, which states that there is a direct and positive
relationship between attachment to luxury brands and emotional well-being of
consumers.
Another important aspect is that consumers regularly use external resources,
such as luxury brands, to build and manage their image (Truong & McColl, 2011),
including for purposes of enhancing evaluation of their performance in the work
environment (Leary & Kowalski, 1990). In this light, hypothesis H2 argues that there
is a direct and positive relationship between attachment to luxury brands and self-
image management.
Personal image management is not simply a form of self-promotion. It also
reflects the desire of individuals to protect themselves in stressful situations, or in
situations which could pose a threat to their emotional well-being, such as contact
with strangers (Johnsen et al., 2014), who could potentially evaluate them based on
their personal image.
Given that consumers attach to a brand as a way of managing their self-image,
hypothesis H3 states that there is a positive and significant relationship between
image management and emotional well-being of consumers.
Various research lines have spurred studies on the effects of emotions and feel-
ings in consumer behavior. Some of the research in the marketing field suggests
that pride feelings are an influential factor on consumer behavior. For example,
pride may manifest itself through the consumption of luxury brands to demonstrate
 6 L. AURELIANO-SILVA ET AL.

Figure . Proposed Brand Attachment Model.

financial power and social superiority, classified in the psychological literature as

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arrogant pride, or to feel good and boost self-esteem, designated as authentic pride
(Wubben, De Cremer, & van Dijk, 2012).
Pride has been a substantial subject of study in the field of psychology (Mcferran,
Aquino, & Tracy, 2014; Wubben et al., 2012), yet there has been a lack of research on
its effects in marketing, and the results presented to date with respect to consumer
behavior have been a source of ongoing controversy (Mcferran, Aquino, & Tracy,
2014; Truong, Simmons, McColl, & Kitchen, 2008).
One study in the marketing field found that arrogant pride results in the purchase
of brands as a means to demonstrate financial and social superiority (Mcferran,
Aquino, & Tracy, 2014; Truong et al., 2008). As arrogant pride feelings are identified
in the literature as feelings that trigger the purchase of given brands, hypothesis
H4 is proposed, whereby there is a positive and significant relationship between
luxury brand attachment and arrogant pride of consumers, as well as hypothesis
H5, which establishes a positive and significant relationship between arrogant pride
of consumers and their emotional well-being.
Based on a review of the literature and the proposed hypotheses, the study’s struc-
tural model is set forth in Figure 1.

Method
The objective of this section is to describe the method employed in the study’s empir-
ical test. To meet the study objective, a quantitative-descriptive research analysis was
selected consisting of a survey.

Measurement instrument
To assure the content validity of the affirmatives used to measure the four constructs
of the proposed model—(1) brand attachment; (2) image management; (3) con-
sumer pride; and (4) emotional well-being—a reverse translation of the scales was
performed first (Malhotra, Agarwal, & Peterson, 1996), despite the fact that these
had already been validated in their respective fields of application. Following reverse
 JOURNAL OF RELATIONSHIP MARKETING 7
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Figure . Attachment Scale.

translation, all of the affirmatives for each construct were submitted to content val-
idation by 14 scholars, 12 Ph.D.s in business administration and two in psychology.
The attachment scale was adapted from Collins and Read (1990) and Fraley, Waller,
and Brennan (2000) (Figure 2).
The next step in developing the research instrument involved determining the
personal image management scale. The scale was adapted from Bolino and Turnley
(1999) and Kacmar, Harris, and Nagy (2007) (Figure 3).
The study then proceeded to organize the measurement variables for the pride
construct. The scale was adapted from Laskoski, Natividade, Navarini, Bittencourt,
and Hutz (2013) (Figure 4).
Finally, to capture the dimension of the emotional well-being construct, the
scales of Pontin, Schwannauer, Tai, and Kinderman (2013) and Hervás and Vázquez
(2013) were adapted (Figure 5).
All of the items were evaluated through a 7-point Likert scale based on the fol-
lowing criteria: (1) totally disagree and (7) totally agree.

Data analysis plan

For purposes of the data analysis, Structural Equations Modeling (SEM) was applied.
There are two basic types of SEM: (1) covariance and (2) variance.
The assumption of type 1 is multi-varied normality, which includes an estimate
method referred to as Asymptotic Distribution Free (ADF) that does not require
the distribution condition of group 1, but which does demand samples with a large
 8 L. AURELIANO-SILVA ET AL.
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Figure . Image Management Scale.

number of cases. Group 2 does not have this assumption and may be used for more
complex models. The latter group applies the PLS (Partial Least Square) estimation
method or models in which exploration of the corresponding causalities is at an
earlier stage (Hair et al., 2014)
As a Likert scale was used, the respective variables will rarely adhere to normal
distributions and even more rarely will the set adhere to a normal multi-varied dis-
tribution. In fact, execution of Mardia’s PK test (Jöreskog & Söbom, 2001) revealed
that it is significant (p < 0.05). As such, the null test hypothesis was rejected.
Application of SmartPLS verified the convergent, descriptive, predictive validi-
ties and the size of effects, in addition to Pearson’s determination coefficients (R2),
composite confidence, Cronbach alpha test, and path coefficients of causalities, and

Figure . Pride Scale.

 JOURNAL OF RELATIONSHIP MARKETING 9

Figure . Emotional Well-Being Scale.

Student’s t tests performed using the applied software’s bootstrapping module, so

as to confirm the validity of the regression correlations and coefficients (Hair et al.,
2014).
Moreover, adjustment of the structural equations model with SmartPLS was exe-
cuted in two stages: evaluation of the measurement models and the structural model
(Götz, Liehr-Gobbers, & Krafft, 2010; Henseler, Ringle, & Sinkovics, 2009).
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Minimum sample size

To assess the minimum sample side, the recommendations of Cohen (1988) for
Social and Behavioral Sciences were adopted using the G∗ Power 3.19 software (Faul,
Erdfelder, Buchner, & Lang, 2009); that is, average size of effect (0.15) and test power
equal to 0.80. In addition, to calculate the minimum sample, the construct with the
greatest number of predictors (arriving arrows) was applied (Hair et al., 2014). In
Figure 1, the “Emotional Well-Being” construct has three predictors. Therefore, the
minimum calculated sample size was 77 respondents.

Analysis and results

We used a randomized online questionnaire for data collection, which was available
in a social network for three months. The final valid sample was composed of 107
respondents, far above the minimum number of 77 respondents (minimum sam-
ple size). All research respondents recognized Calvin Klein as an expensive luxury
brand with status and prestige, and stated that they had purchased brand products
in the last year. We considered this aspect relevant to compose the sample of the
study. The sample composition by gender was 37 (34%) male consumers and 70
(66%) female consumers. The average age of the respondents was 27 years, with an
average declared income of R$ 2,949,63 U$907,69 Dollars per month.
The first aspect observed was convergent validity, using Fornell and Larcker’s cri-
teria (Hair et al., 2014); that is, the AVE should be above 0.50 (AVE > 0.50). To this
end, following the first rotation of the proposed model, the variable “org1” was elim-
inated, as its factor loading was low, resulting in a Consumer Pride construct with
an AVE below 0.50. After eliminating the variable in question, Fornell and Larcker’s
criterion was met for the proposed construct.
Table 1 reveals that the adjusted model presents adequate Composite Confidence
values and Cronbach Alpha test values, demonstrating that the data are reliable (see
reference values in Table 1). Note the following equation:
 10 L. AURELIANO-SILVA ET AL.

Table . Quality Indicators of the Adjusted Value.

Composite
AVE Confidence R Cronbach Alpha

Brand Attachment . . —————– .

Emotional Well-Being . . , .
Image Management . . , .
Consumer Pride . . , .
Reference Values > 0.50 > 0.70 R2 = 2% small, >0.70
(Hair et al., ) R2 = 13% average,
and R2 = 26% large
effect.

Discriminant validity criteria−AVE square roots > than respective correlations.

By the same token, the discriminant validity of the latent variable was shown by
confirming that the square root of each variable was greater than the correlation
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between them and the other latent variables (or constructs) in the models (see
Table 2).
After adjusting the measurement models, an evaluation of the structural model
was performed. Table 1 sets out Pearson’s determination coefficient values, which
included large (0.603), average-large (0.212), and average (0.115) values, indicating
acceptable relationships.
In Figure 2, we can locate the regression coefficients and path coefficients ()
(Hair et al., 2014) associated with the causality between constructs or latent variables
and the extent to which they impact the Emotional Well-Being variable. These coef-
ficients indicate how much each construct affects the others with each unit increase.
The Brand Attachment variable has the highest regression coefficient (0.525) with
the Emotional Well-Being variable. In other words, when it is increased by a unit,
the highest contribution derives from the consumer Brand Attachment variable.
The Brand Attachment regression coefficient for the Image Management variable
was 0.461 and for the Pride variable 0.339, suggesting that consumer attachment
to a brand is more the product of personal image management than to express
pride.
For its part, the Image Management variable presented a regression coefficient
equal to 0.358, and the Emotional Well-Being variable a regression coefficient equal
to 0.044, in relation to the Emotional Well-Being variable.
To determine if the factoring correlations between observable variables and
constructs and the regression coefficients (between constructs) were valid, the

Table . Evaluation of the Discriminant Validity of the Model: Correlation Matrix between the Model’s
Constructs with AVE Roots on the Principal Diagonal (in Yellow).
Brand Attachment Emotional Well-Being Image Management Consumer Pride

Brand Attachment 0.831

Emotional Well-Being . 0.922
Image Management . . 0.792
Consumer Pride . . . 0.7291

Note: discriminant validity criteria – AVE square roots > than respective correlations.
 JOURNAL OF RELATIONSHIP MARKETING 11

Table . Predictive Validity Values (Q ) and Size of Effects (f ) for the Adjusted Model.
Constructs Q f

Brand Attachment , ,

Emotional Well-Being , ,
Image Management , ,
Consumer Pride , ,
Reference Values Q >  Values ., ., and . are considered small, average, and large.

SmartPLS bootstrapping module was used to generate re-samples and calculate

Student’s t tests for the two types of relationships cited. For a sample of 107
respondents, the Student’s t distribution value was 1.96, for a confidence interval
of 95% and significance level of 0.5. Figure 3 sets out the Student’s t test values.
Only the path coefficient or regression coefficient between the Pride–Emotional
Well-Being constructs was found to not be significant (t < 1.96). In this case, the
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null hypothesis of the test ( = 0) cannot be rejected. As such, this path should be
disregarded.
Finally, the predictive validity (Q2 ) and the effect size (f2 ) were calculated to
determine the accuracy of the adjusted model and how much of each construct
is “useful” in the model. Table 3 sets forth the results of the calculations. A
review of Table 3 reveals that all of the constructs have predictive validity, while
noting, however, that the value for Consumer Price is very low and near zero
(0.039), indicating that this construct has a “diffuse” evaluation. Similarly, the size
of effects is high and average for the construct, resulting in very low predictive
validity.
In this light, analysis of the hypotheses presented in the model can be summa-
rized. Table 4 sets out the summary. A review of the table suggests that only Hypoth-
esis 5 is not supported by the model.

Table . Evaluation and Decision of Hypotheses in the Adjusted Model.

Hypothesis Path Coefficient Student’s t Tests Decision

H – there is a direct and positive . . Supported

relationship between brand
attachment and consumer
emotional well-being.
H – there is a direct and positive . . Supported
relationship between brand
attachment and self-image
management.
H – there is a direct and positive . . Supported
relationship between image
management and consumer
emotional well-being.
H – there is a direct and positive . . Supported
relationship between brand
attachment and consumer pride.
H – there is a direct and positive . . Not supported
relationship between consumer
arrogant pride and emotional
well-being.
 12 L. AURELIANO-SILVA ET AL.

Conclusion
The objective of the study was to verify the existence of a relationship between brand
attachment and emotional well-being of consumers. The results of the analysis con-
firmed the relationship between brand attachment and emotional well-being of con-
sumers, demonstrating that consumers use brands to feel emotionally well.
The theory of attachment in the psychological field states that, in situations in
which an individual feels vulnerable during infancy, he or she will look for emo-
tional security in parental figures. This psychological structure appears to endure
throughout life and to manifest in other social contexts during adulthood. Based on
the study’s results, we can conclude that a luxury brand, as defined by a consumer,
can play the role of an attachment figure, to the extent that it confers distinctive
attributes such as status and prestige, thereby boosting self-esteem and, by exten-
sion, positively influencing the emotional well-being of consumers. This serves to
corroborate H1.
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Another point examined in the study is the relationship between luxury brand
attachment and personal image management. Personal management is a recurring
concern for many individuals, and the preoccupation with appearance in social con-
texts seems to increase and influence individual emotional well-being. The study
also found that brand attachment has a direct and positive relationship with image
management, insofar as consumers use brand symbols to appropriate the respec-
tive meanings, thus corroborating H2, for the purposes of projecting a desired
image and positively influencing emotional well-being, in this way corroborating
H3.
In relation to arrogant pride feelings—that is, where the intent is to project finan-
cial power and social superiority—a positive relationship to brand attachment was
identified. The literature on conspicuous consumption (Leibenstein, 1950; Veblen,
1953) finds that the purchase of high-priced items is used as an economic-financial
expression that serves to preserve individual status, corroborating H4.
The expectation was to verify a relationship between arrogant pride and emo-
tional well-being of consumers. However, this hypothesis was not corroborated.
Arrogant pride feelings lead individuals to assign themselves superior quali-
ties in relation to others and, at the same, to harbor feelings of contempt for
others. It is likely that luxury brand purchases motivated by arrogant pride
are rooted in an internal process aimed at satisfying the consumer’s ego—that
is, self-affirmation, the product of unresolved internal psychological processes—
which can serve to reinforce negative feelings, rather than enhance emotional
well-being.
While H5 cannot be supported, the fact that it was tested underscores the impor-
tance of understanding the effects of emotions on consumer behavior and further
reinforces a paradox found in the research by McFerran, Aquino, and Tracy (2014),
whose results indicate that the purchase of luxury brands may be the result of indi-
vidual arrogance feelings, and not the desire for personal realization or emotional
well-being.
 JOURNAL OF RELATIONSHIP MARKETING 13

Limitations and future research

This study shows some limitations that must be mentioned; for example, the sample
size, its composition, and the use of just one brand. Future studies can investigate
these hypotheses with a more diverse sample and with a variety of brands. Another
possibility of research is analyzing the relationship between brand attachment and
emotional well-being by consumer’s gender.

ORCID
Leonardo Aureliano-Silva http://orcid.org/0000-0003-0884-3849

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