Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment

Based on the concepts of brand personality and emotion, this article focuses on their respective impacts on the main variables of brand relationship, trust, attachment and overall commitment with the brand. Based on a large panel of consumers, the statistical processing was conducted according to a covariance structure analysis (CSA) or a partial least squares (PLS) approach, with measurement error carefully taken into account. The corresponding model confirms the impact of brand emotion and personality on consumer commitment through the mediating effects of trust and brand attachment. More precisely, the results show the total mediating role-played by trust in the impact of a brand’s personality on commitment. Finally, the analysis highlights the stability of the results on the six brands tested in this research. However, it also illustrates significant differences between brands depending on their evaluative or hedonic nature.