How Hero Attachment Affects Corporate Authenticity and Consumer’s Quality of Life
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The general public shows great attention, love, and respect for human brands, such as heroes and celebrities. Reflecting on such consumption culture, human brands significantly affect not only on people’s consumption behaviors, but also on their life in many ways. As the role of these human brands has become important in consumption culture, people are likely to build strong attachments toward them. The purpose of this study is to address how attachment to human brands affects not only brand performance but also their quality of life. We focus on the different effects of attachment to a hero versus a celebrity on brand performance and quality of life. In the aspect of brand performance, hero attachment has a stronger effect on corporate authenticity than brand supportive behavior, while celebrity attachment has a stronger effect on brand supportive behavior. In the aspect of quality of life, hero attachment has a stronger effect on self-efficacy than stress-relief, while celebrity attachment has a stronger effect on stress-relief. By examining both brand performance and consumer’s quality of life as the outcome of human brand attachment, this research can provide comprehensive understanding on the hero’s role in consumption culture.
Abstract
The general public shows great attention, love, and respect for human brands, such as heroes and celebrities. Reflecting on such consumption culture, human brands significantly affect not only on people’s consumption behaviors, but also on their life in many ways. As the role of these human brands has become important in consumption culture, people are likely to build strong attachments toward them. The purpose of this study is to address how attachment to human brands affects not only brand performance but also their quality of life. We focus on the different effects of attachment to a hero versus a celebrity on brand performance and quality of life. In the aspect of brand performance, hero attachment has a stronger effect on corporate authenticity than brand supportive behavior, while celebrity attachment has a stronger effect on brand supportive behavior. In the aspect of quality of life, hero attachment has a stronger effect on self-efficacy than stress-relief, while celebrity attachment has a stronger effect on stress-relief. By examining both brand performance and consumer’s quality of life as the outcome of human brand attachment, this research can provide comprehensive understanding on the hero’s role in consumption culture.
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