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EMAC 2021 Annual Conference

Regulatory Focus and Brand Love: Initial Evidence

Published: May 25, 2021


Cristela Bairrada, University of Coimbra, CeBER, Faculty of Economics; Filipe Coelho, University of Coimbra, CeBER, Faculty of Economics; Heiner Evanschitzky, Alliance Manchester Business School The University of Manchester; Babak Taheri, Heriot Watt University


Consumers get in touch with a large number of brands, but they only develop intense relationships with a few. Hence, it is important to understand the factors that result in such special relationships. Some studies have looked at how brand characteristics contribute to the formation of brand love relationships. Previous studies have, however, neglected the role of personal characteristics in the development of such relationships. To this end, we consider how regulatory focus, a dispositional variable, might contribute to the formation of brand love. Following a hierarchical approach to the effects of psychological traits on human behaviour, we develop a research model predicting that the relationship between regulatory focus and brand love is mediated by consumers’ need for uniqueness. Evidence from two studies indicate that promotion orientation has a positive direct and indirect relationship with brand love, whereas prevention orientation has a negative indirect link with it.


This work has been funded by national funds through FCT – Fundação para a Ciência e a Tecnologia, I.P., Project UIDB/05037/2020.