Abstract
PurposeThe purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation.Design/methodology/approachA quantitative study was conducted using survey data from a nationally representative probability sample of US consumers (n= 624) to understand the role of emotional brand attachment in the context of consumers’ evaluation of really new products (RNPs). A framework was developed and tested using structural equation modeling that included emotional brand attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions.FindingsThe results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand attachment reduces consumers’ perceived risk associated with a RNP and increases brand trust. Both constructs played a key role in shaping willingness to try the innovation, word-of-mouth intentions and product evaluation. Findings of this paper add explanatory power to demand-prediction models that more accurately describe the mechanism of the innovation adoption process. For marketing managers, the results emphasize the importance of consumer–brand emotional connections.Research limitations/implicationsThe paper used a cross-sectional design; it would be interesting to use a longitudinal design to examine if the role of emotional brand attachment changes over time and how the changes might impact consumers’ perceptions and behaviors in the context of RNPs.Originality/valueThis is the first paper to explore the role of emotional brand attachment in the context of RNPs and consumers’ potential behavioral outcomes.
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