The Impact of Fear on Emotional Brand Attachment

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Humanizing Products with Handwritten Typefaces (2018, background): “…scale developed by Thomson et al. (2005) consists of three dimensions (passionate, affectionate, connected), but in line with prior research (Dunn and Hoegg 2014; Fedorikhin, Park, and Thomson 2008; Hadi and Valenzuela 2014), our factor analysis produced a single factor explaining 77.45% of…”
Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “Dunn and Hoegg (2014) find that consumers are more likely to become attached to brands when they are afraid (but not sad, happy or excited), because people cope with fear by seeking out others (people or objects) for comfort and support (a sociality motivation).”
The psychology of appraisal: : Specific emotions and decision-making (2015, background): “Fear is known to lead consumers to show avoidance and status quo behaviors, but it can lead to a higher need for affiliation when a situation allows consumers to have someone or a brand nearby (Dunn & Hoegg, 2014).”
Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets (2015, unknown): “Third, insecurity can cause fear, which prompts coping responses (Sternthal and Craig 1974), such as becoming more emotionally attached to familiar brands (Dunn and Hoegg 2014).”