Πρόγονοι και συνέπειες του συναισθηματικού δεσμού καταναλωτή-καταστήματος: O ρόλος του δεσμού (ECR Ευρωπαϊκό Ινστιτούτο διεθνούς εμπορίου – Unilever Research Grant)
This research project investigates the shopper-store emotional attachment phenomenon in the context of grocery retailing. Employing Structural Equation Modeling (SEM) techniques a model of emotional link antecedents (e.g. place attachment, brand trust, social and inner-self brand expressiveness, brand love, brand likeability, enjoyment) and consequences (e.g. word of mouth, propensity to leave, loyalty intentions, sales) is developed and empirically tested. Furthermore, it is also investigated whether consumer style attachments multiply/moderate the model’s links. Specifically, rooted in the theoretical framework of brand attachment, adult attachment and place attachment literatures, the project, employing a survey methodology, investigates service brand emotional attachment determinants, consequences, and the moderating effects of relationship anxiety. The project then investigates whether sustainability/corporate responsibility practices constitute a predictor of emotional attachment in the grocery-retailer consumer dyad as well as whether emotional attachment mediates the effect of sustainability/corporate responsibility practices on intense loyalty intentions. Furthermore, the project aims to test whether consumer traits namely consumer altruism, consumer need for activity and consumer self-enhancement moderates/shut-offs the positive effects of sustainability practices on emotional attachment. Finally, it is attempted to link emotional attachment to actual consumer behavior data (e.g., sales) and investigate whether the phenomenon of emotional attachment differs when the context is a discount store.